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A Study on Factors Affecting the User Experience of Metaverse Service

This study focuses on how metabus engages users and encourages them to purchase. By proposing the concepts of immersion as different ways to provide deep and meaningful user engagement, this study develops a model that explores the motivation factors of immersion and its role in explaining a user to use metabus. This study surveys 352 users using metabus in Korea and analyzes the data using AMOS 24. First, enjoyment, facilitating conditions, and self-efficacy increase users' immersion. Second, users' immersion increases their continuous use intention. Third, facilitating conditions and self-efficacy among the motivation factors of immersion increase users' continuous use intention through their immersion. Finally, affect intensity moderates the relationship between motivation factors and immersion. The findings contribute to research on metabus by paying scholarly attention to meaningful engagement characterized by immersion.