An Empirical Study of the Effectiveness of Information Delivery in Metaverse: Does It Motivate Users to Take Action?

Author(s): Joong Ho Lee

The metaverse remains a vital subject even in post-COVID-19 due to its potential as an advanced communication platform. Gather.town stands out for its user-friendly interface, facilitating social interactions in a virtual context. This study investigated how users reacted when introduced to five new mobile apps through individual one-on-one interactions in Gather.town. We compared it with conventional social methods such as face-to-face meetings, Zoom, and Kakaotalk social messenger. In experiment 1, user satisfaction and intimacy were gauged through a questionnaire, revealing no substantial differences across conditions. However, experiment 2, conducted a few days later without advance notice, unveiled a notable distinction in users' active practice. Participants who were informed via Gather.town displayed a considerably lower rate of actual installations of introduced apps on their mobile phones than those informed via face-to-face conversations or Zoom meetings. While the metaverse showed promise during the COVID-19 era, a more precise assessment of information delivery efficacy is essential now that faceto- face interactions have resumed. Gaining a profound understanding of the distinct characteristics of virtual social interaction environments will enable us to explore the metaverse's unique and advantageous attributes effectively