Roles of Information Security and Benefits in Forming User Satisfaction of Metaverse

The metaverse is a type of virtual world that has been steadily drawing the attention of Internet users. As its utility continues to increase, it is now used academically and commercially. This study suggests the theoretical framework to identify the leading factors of satisfaction of metaverse users. Data were gathered from the actual users who had experienced the metaverse. Partial least square (PLS) technique was applied to conduct structural equation modeling (SEM). The results of the study found that trust is significantly related to satisfaction. The empirical results triggered that utilitarian value has a significant influence on satisfaction. The findings revealed that hedonic value is the precursor of satisfaction. The results of this paper will offer meaningful implications for the security and marketing fields.