The Influence of Music Content Marketing on User Satisfaction and Intention to Use in the Metaverse: A Focus on the SPICE Model
Abstract
:1. Introduction
2. Theoretical Background
2.1. The Concept of the Metaverse
2.2. The SPICE Model
2.3. Cases of Metaverse Uses
3. Research Design
3.1. Research Model
3.2. Research Hypotheses
3.3. Operational Definition and Measurement of Variables
3.4. Collection and Analysis of Data
4. Results
4.1. Characteristics of the Sample
4.2. Review of the Reliability and Validity of the Measurement Concept
5. Verification of Hypotheses
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Division | Number of People | % | Division | Number of People | % | ||
---|---|---|---|---|---|---|---|
Sex | Male | 219 | 51.9 | Job | Student and unemployed | 151 | 35.8 |
Female | 203 | 48.1 | Office worker and professional | 113 | 26.7 | ||
Age | 20–30 years | 236 | 55.9 | Sales and service positions | 95 | 22.5 | |
30–40 years | 130 | 30.8 | Technical and production jobs | 63 | 14.9 | ||
Over 40 years | 56 | 13.3 | Average monthly income | Less than KRW 2 million | 206 | 48.8 | |
Education level | High school graduation | 27 | 6.4 | Between KRW 2 and 3 million | 117 | 27.7 | |
University attendance and graduation | 332 | 78.7 | Between KRW 3 and 4 million | 65 | 15.4 | ||
Graduate school attendance and graduation | 63 | 14.9 | More than KRW 4 million | 34 | 8.0 |
Division | Number of People | % | Division | Number of People | % | ||
---|---|---|---|---|---|---|---|
Metaverse platform | Minecraft | 152 | 36.0 | Music event engagement experience | Yes | 186 | 44.1 |
Roblox | 123 | 29.1 | No | 236 | 55.9 | ||
Fortnite | 62 | 14.7 | Reasons for non-participation | No information | 128 | 54.2 | |
Zepeto | 55 | 13.0 | Not interested | 93 | 39.4 | ||
Others | 30 | 7.1 | Others | 15 | 3.5 |
Measured Variable | Variable | Deleted Cronbach’s Alpha | Cronbach’s Alpha | |
---|---|---|---|---|
Metaverse SPICE Model | Continuity | It provides an experience with continuity. | 0.807 | 0.813 |
The continuity is memorable. | 0.813 | |||
The interest in music content increased due to the experience of the continuity element. | 0.798 | |||
Reality | It provides an experience with a sense of reality. | 0.731 | 0.819 | |
The sense of reality is memorable. | 0.792 | |||
Interest in music content has increased due to the experience of elements of presence. | 0.802 | |||
Interoperability | It provides a working environment. | 0.813 | 0.825 | |
The interactive experience is interesting. | 0.798 | |||
Interoperable experiences lead to fandom memberships, etc. | 0.812 | |||
Concurrency | It has concurrency. | 0.830 | 0.834 | |
The experience of simultaneity is memorable. | 0.817 | |||
The experience of simultaneity has raised interest in music content. | 0.811 | |||
Economic flow | It fits well with the elements of economic flow. | 0.793 | 0.810 | |
Economic flows can be linked to my actual economic factors. | 0.802 | |||
It induces an actual economic action to purchase music content. | 0.817 | |||
Customer satisfaction | Sensitivity toward the artist rises. | 0.834 | 0.846 | |
I acquire a lot of information related to music content. | 0.819 | |||
I want to participate in various events through experience. | 0.842 | |||
It is becoming a standard for selecting music content. | 0.813 | |||
Purchase intention | My interest in music content products has increased. | 0.864 | 0.883 | |
The possibility of purchasing music-content-related products has increased. | 0.846 | |||
It convinces you to purchase the artist’s merchandise. | 0.835 | |||
I intend to purchase related products while continuing to use them. | 0.827 |
Measured Variable | Variable | Factor | |
---|---|---|---|
Metaverse SPICE Model | Continuity | It provides an experience with continuity. | 0.763 |
The continuity is memorable. | 0.802 | ||
The interest in music content increased due to the experience of the continuity element. | 0.777 | ||
Reality | It provides an experience with a sense of reality. | 0.763 | |
The sense of reality is memorable. | 0.779 | ||
Interest in music content has increased due to the experience of elements of presence. | 0.802 | ||
Interoperability | It provides a working environment. | 0.796 | |
The interactive experience is interesting. | 0.801 | ||
Interoperable experiences lead to fandom memberships, etc. | 0.763 | ||
Concurrency | It has concurrency. | 0.774 | |
The experience of simultaneity is memorable. | 0.749 | ||
The experience of simultaneity has raised interest in music content. | 0.753 | ||
Economic flow | It fits well with the elements of economic flow. | 0.720 | |
Economic flows can be linked to my actual economic factors. | 0.711 | ||
It induces an actual economic action to purchase music content. | 0.726 | ||
KMO and Bartlett’s test | |||
Kaiser–Meyer–Olkin’s measure of sampling adequacy | 0.788 | ||
Bartlett’s test | Approx. Chi-square | 1296.026 | |
Df | 73 | ||
Sig. | 0.000 |
Metrics | Variable | Factor |
---|---|---|
Customer satisfaction | Sensitivity toward the artist rises. | 0.702 |
Acquire a lot of information related to music content. | 0.769 | |
I want to participate in and experience various events. | 0.736 | |
It is becoming a standard for selecting music contents. | 0.764 | |
KMO and Bartlett’s test | ||
Kaiser–Meyer–Olkin’s measure of sampling adequacy | 0.756 | |
Bartlett’s test | Approx. Chi-square | 1102.168 |
df | 13 | |
Sig. | 0.000 |
Metrics | Variable | Factor |
---|---|---|
Purchase intention | Interest in music content products has increased. | 0.756 |
The possibility of purchasing music-content-related products has increased. | 0.803 | |
It convinces you to purchase the artist’s merchandise. | 0.798 | |
I intend to purchase related products while continuing to use them. | 0.787 | |
KMO and Bartlett’s test | ||
Kaiser–Meyer–Olkin’s measure of sampling adequacy | 0.793 | |
Bartlett’s test | Approx. Chi-square | 1186.964 |
Df | 16 | |
Sig. | 0.000 |
Metrics | Non-Standardized Estimate | Standardized Estimate | Error Coefficient | t Value | CR | AVE | |
---|---|---|---|---|---|---|---|
Metaverse SPICE model | Continuity 3 | 1.000 | 0.765 | 0.874 | 0.827 | ||
Continuity 2 | 1.034 | 0.778 | 0.083 | 13.398 | |||
Continuity 1 | 0.889 | 0.795 | 0.089 | 8.012 | |||
Continuity 4 | 1.000 | 0.802 | 0.876 | 0.836 | |||
Reality 2 | 0.769 | 0.824 | 0.091 | 7.156 | |||
Reality 1 | 0.836 | 0.806 | 0.081 | 11.845 | |||
Interoperability 3 | 1.000 | 0.815 | 0.815 | 0.812 | |||
Interoperability 2 | 1.168 | 0.802 | 0.101 | 9.256 | |||
Interoperability 1 | 0.987 | 0.787 | 0.123 | 8.942 | |||
Concurrency 3 | 1.000 | 0.826 | 0.806 | 0.809 | |||
Concurrency 2 | 0.903 | 0.814 | 0.098 | 10.269 | |||
Concurrency 1 | 1.102 | 0.795 | 0.105 | 12.147 | |||
Economic flow 3 | 1.000 | 0.804 | 0.825 | 0.803 | |||
Economic flow 2 | 0.921 | 0.813 | 0.089 | 10.269 | |||
Economic flow 1 | 0.887 | 0.826 | 0.078 | 12.147 | |||
Customer satisfaction 4 | 1.000 | 0.821 | 0.847 | 0.834 | |||
Customer satisfaction 3 | 0.965 | 0.842 | 0.063 | 9.987 | |||
Customer satisfaction 2 | 0.878 | 0.826 | 0.061 | 11.357 | |||
Customer satisfaction 1 | 0.862 | 0.812 | 0.059 | 19.159 | |||
Purchase intention 4 | 1.000 | 0.827 | 0.879 | 0.856 | |||
Purchase intention 3 | 0.978 | 0.829 | 0.069 | 9.962 | |||
Purchase intention 2 | 0.903 | 0.816 | 0.065 | 11.785 | |||
Purchase intention 1 | 0.965 | 0.803 | 0.061 | 18.546 |
Construct | Continuity | Reality | Interoperability | Concurrency | Economic Flow | Customer Satisfaction | Purchase Intention | |
---|---|---|---|---|---|---|---|---|
Metaverse SPICE model | Continuity | 0.823 | ||||||
Reality | 0.702 ** | 0.806 | ||||||
Interoperability | 0.623 ** | 0.689 ** | 0.811 | |||||
Concurrency | 0.607 ** | 0.622 ** | 0.599 ** | 0.830 | ||||
Economic flow | 0.618 ** | 0.654 ** | 0.624 ** | 0.669 ** | 0.813 | |||
Customer satisfaction | 0.660 ** | 0.671 ** | 0.597 ** | 0.614 ** | 0.687 ** | 0.826 | ||
Purchase intention | 0.660 ** | 0.671 ** | 0.597 ** | 0.614 ** | 0.687 ** | 0.712 ** | 0.834 |
Index | RMR | GFI | TLI | IFI | CFI | RMSEA |
---|---|---|---|---|---|---|
Baseline | ≤0.05 | ≥0.8 | ≥0.9 | ≥0.9 | ≥0.9 | ≤0.08 |
Observation | 0.036 | 0.823 | 0.905 | 0.907 | 0.916 | 0.047 |
Path | Standardization Factor | S.E. | t Value | p Value | Result | |
---|---|---|---|---|---|---|
H1-1 | continuity → customer satisfaction | 0.265 | 0.061 | 2.987 | *** | Supported |
H1-2 | reality → customer satisfaction | 0.278 | 0.063 | 3.368 | *** | Supported |
H1-3 | interoperability → customer satisfaction | 0.326 | 0.051 | 6.753 | *** | Supported |
H1-4 | concurrency → customer satisfaction | 0.286 | 0.049 | 4.645 | *** | Supported |
H1-5 | economic flow → customer satisfaction | 0.093 | 0.097 | 0.728 | 0.591 | N/A |
H2-1 | continuity → purchase intention | 0.312 | 0.053 | 4.123 | *** | Supported |
H2-2 | reality → purchase intention | 0.308 | 0.067 | 3.864 | *** | Supported |
H2-3 | interoperability → purchase intention | 0.320 | 0.050 | 5.347 | *** | Supported |
H2-4 | concurrency → purchase intention | 0.293 | 0.056 | 4.014 | *** | Supported |
H2-5 | economic flow → purchase intention | 0.075 | 0.079 | 0.862 | 0.520 | N/A |
H3 | customer satisfaction → purchase intention | 0.398 | 0.063 | 4.951 | *** | Supported |
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Hwang, R.; Lee, M. The Influence of Music Content Marketing on User Satisfaction and Intention to Use in the Metaverse: A Focus on the SPICE Model. Businesses 2022, 2, 141-155. https://doi.org/10.3390/businesses2020010
Hwang R, Lee M. The Influence of Music Content Marketing on User Satisfaction and Intention to Use in the Metaverse: A Focus on the SPICE Model. Businesses. 2022; 2(2):141-155. https://doi.org/10.3390/businesses2020010
Chicago/Turabian StyleHwang, RakGun, and MinKyung Lee. 2022. "The Influence of Music Content Marketing on User Satisfaction and Intention to Use in the Metaverse: A Focus on the SPICE Model" Businesses 2, no. 2: 141-155. https://doi.org/10.3390/businesses2020010
APA StyleHwang, R., & Lee, M. (2022). The Influence of Music Content Marketing on User Satisfaction and Intention to Use in the Metaverse: A Focus on the SPICE Model. Businesses, 2(2), 141-155. https://doi.org/10.3390/businesses2020010