A Study on the Influencing Factors of User Stickiness on Metaverse Platform for Exhibition Based on the SOR Model
On the one hand,driven by the economic construction strategy of digital China and catalyzed by the extreme environment of the epidemic,the core of the real and virtual integration of the convention and exhibition industry has ushered in a subversive reconstruction. On the other hand,a large number of digital technology companies have penetrated the convention and exhibition industry,creating the meta-verse platform which is a resource activation space with high strength attraction and sustainable vitality. However,there are still some problems in the metaverse platform,such as low loyalty of individual users and ambiguity of organizational continuity and cooperation intentions. Therefore,firstly,based on the Stimulus-organism-response (SOR) model,620 valid questionnaires are obtained by taking users of typi-cal metaverse platforms such as NetEase Yaotai,Baidu Xirang,Trade Promotion Cloud Exhibition and Sina VR as research objects. Secondly,structural equation model is adopted to study the mechanism of internal and external stimuli on perceived value,perceived trust and stickiness of platform use. Lastly,the results show that stimuli exert a positive influence on perceived experience,thereby affecting the stick-iness of platform use. In the meanwhile,corresponding countermeasures and suggestions are proposed.
万方数据
维普
