Innovation Diffusion and Use Satisfaction: A Study of the cognitive schema from the Metaverse Concept

Subjects: Management Science >> Other Disciplines of Management Science submitted time 2022-11-21 Cooperative journals: 《2022年第三届传播、创新和经济管理国际研讨会》

Tao Shihan Liu Zhewei

Abstract： This study analyzes the reasons for users' ambiguous perceptions of the Metaverse from the perspective of the cognitive base model, based on the public's understanding of the concept of Metaverse, and the intrapersonal communication direction from the audience's perspective. This study analyses the relationship between audience satisfaction and the cognitive schema of Metaverse, and initially explores the relationship between the audience's own cognitive level and the cognition of Metaverse, as well as the influence of audience access channels on the degree of metaverse cognition. We found that when the Metaverse can satisfy certain needs of the audience, it can make the audience further understand the new concept of Metaverse; At the same time, the future development direction of the Metaverse should be closer to the needs of the audience's life.

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