A Study on Innovation Resistance and Acceptance Intention of Financial Metaverse Platform

Abstract

Recently, as the metaverse market has grown rapidly, there has been a movement to strategically link metaverse in various fields such as distribution, manufacturing, and finance. The financial sector is actively using the metaverse platform and is conducting executive meetings, opening virtual branches, training new employees, and providing financial education services on the financial metaverse platform. The number of financial companies providing services linked to the metaverse is increasing due to expectations that the financial metaverse platform can improve information delivery of financial products and customer convenience. In particular, because financial consumers can use financial services without visiting a store through metaverse, financial companies are also accelerating the construction of their own metaverse platforms. In this way, the financial metaverse platform goes beyond the limitations of smartphones and is fundamentally changing the work methods, customer needs, and services of the financial industry based on the technical characteristics of online and offline connectivity. The purpose of this study is as follows. From the perspective of financial consumers, literature research and metaverse-related expert interview survey methodology were used to derive the benefits gained by accepting the metaverse platform and the sacrifice factors such as investment losses and security risks that occur to acquire value. As a result of the study, the utility factors gained by accepting the financial metaverse platform include perceived relative advantage, perceived suitability, and perceived usability. Cost factors included perceived privacy risk and perceived complexity. In addition, perceived usefulness, perceived enjoyment, and remote presence were presented as benefit factors of the financial metaverse platform service, and technical complexity, perceived cost, and perceived security risk were presented as sacrifice factors.