The impact of the interaction characteristics between humans and technology on service users’ exercise immersion and intention to continue exercising: Focusing on the Metaverse exercise service

The purpose of this study is to verify the significant influence of technology-based self-service (TBSS) characteristics of the Metaverse exercise service on service users' exercise immersion and intention to continue exercising. To achieve the purpose, 216 participants who had experience using the Metaverse exercise service were selected and data were collected. The collected data were subjected to frequency analysis, discriminant validity and reliability analysis, confirmatory factor analysis, correlation analysis, and multivariate multiple regression analysis using SPSS 26.0 and AMOS 22.0. first, the characteristics of human-technology interaction (TBSS) were found to have a significant impact on cognitive flow, a subfactor of exercise flow. Second, the characteristics of human-technology interaction (TBSS) were found to have a significant impact on the exercise flow subfactor, behavioral flow. Third, human-technology interaction (TBSS) characteristics were found to have a significant impact on intention to continue exercising. Through these results, it is believed that meaningful basic information can be provided to metaverse service companies facing a fiercely competitive environment to provide more effective technology-based self-service.