| Title |
Analysis of Perceptual Differences and Adoption Determinants of Metaverse Model Houses Based on Offline Visit Experience |
| Authors |
임해원(Lim, Haewon) ; 황지현(Hwang, Ji-Hyoun) |
| DOI |
https://doi.org/10.5659/JAIK.2026.42.4.23 |
| Keywords |
Metaverse Model House; Prior Offline Experience; User Perception; Technology Acceptance; Immersion |
| Abstract |
This study aimed to examine how prior offline model house visit experience influences users’ perceptions and acceptance decisions regarding
metaverse model houses. To achieve this, differences in perceptions between groups with and without offline visit experience were analyzed,
and key factors determining the acceptance of metaverse model houses were identified. The results showed that users without offline visit
experience rated information credibility higher, whereas experienced users demonstrated significantly greater immersion. In addition, only the
perceived partial substitutability for actual visits was found to be a significant determinant of acceptance, suggesting that metaverse model
houses are recognized as a complementary decision-making tool rather than a complete replacement for offline experiences. These results
indicate that the metaverse is perceived not as a total substitute for physical visits, but as a complementary decision-making tool that
provides perceived usefulness by optimizing the pre-screening process. The study suggests a hybrid marketing strategy that prioritizes
information transparency for new visitors and high-immersion content for experienced users. |