The effect of meta-commerce consumption value on consumer satisfaction and continuous usage intention: the moderating roles of meta-verse involvement and consumer competency

Abstract

Purpose

The purpose of this study is to investigate the relationships between Meta-commerce consumption value, consumer satisfaction and continuous usage intention in light of the moderating effects of involvement and consumer competency.

Design/methodology/approach

A survey for hypothesis testing was conducted targeting 200 domestic consumers in South Korea aged 19 years and above with experience in Meta-commerce. In order to examine the data, we used exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling using SPSS and AMOS.

Findings

The paper discovered that Meta-commerce consumption value affects consumer satisfaction and continuous usage intention. Specifically, the extrinsic value and the epistemic value of Meta-commerce have a positively significant effect on satisfaction. Additionally, the hedonic value of Meta-commerce has a positively significant effect on continuous usage intention. It also presented the differences in influence between low-involvement/high-involvement groups and low-competency/high-competency groups and examined consumer perceptions in detail.

Originality/value

The paper discovered that Meta-commerce consumption value affects consumer satisfaction and continuous usage intention. Specifically, the extrinsic value and the epistemic value of Meta-commerce have a positively significant effect on satisfaction. Additionally, the hedonic value of Meta-commerce has a positively significant effect on continuous usage intention. It also presented the differences in influence between low-involvement/high-involvement groups and low-competency/high-competency groups and examined consumer perceptions in detail.

Citation

Kim, N. and Kim, W.-H. (2024), "The effect of meta-commerce consumption value on consumer satisfaction and continuous usage intention: the moderating roles of meta-verse involvement and consumer competency", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-04-2024-0534