Why do people use Metaverse? A uses and gratification theory perspective

In recent years, continued advancements in 5G and other communications technologies, coupled with the disruptions in physical interactions brought about by the COVID-19 pandemic, have drawn global attention and capital to the metaverse. In this context, the present study was conducted with the aim of developing and validating multidimensional usage motivation factors that capture the unique properties of the metaverse. In addition to extensive literature research, a Delphi study was conducted with a group of 30 professionals to derive the initial items for metaverse usage motivation. Those items were then used to devise a questionnaire that was in turn administered to 1000 metaverse users. Exploratory and confirmatory factor analysis resulted in 13 items based on four factors: communication, experience of new worlds, self-expression, and economic activity. Both convergent and discriminant validity were verified between the factors. Finally, correlation analysis was used to verify the nomological validity of the scale. Metaverse usage motivation, when identified as described in this study, is expected to serve as a useful tool that can be measured more objectively than the existing concept of metaverse usage motivation, as the measurement tool described herein reflects the opinions of actual metaverse users and experts. It is also expected to be used in various contexts as a measurement variable in subsequent studies examining metaverse user usage behavior.