Factors Influencing the Continued Intent to Use Virtual Interactive Platforms in Korean Small- and Medium-Sized Enterprises for Remote and Hybrid Work

Abstract

Virtual interactive platforms have gained popularity in remote and hybrid work settings. However, limited research exists regarding factors that explain employees’ continued use of these platforms, particularly in small and medium-sized enterprises (SMEs). This study aims to introduce a comprehensive research model that elucidates the relationships among platforms’ technological characteristics, individual motivations, satisfaction, and behavioral intentions in the context of virtual interactive platforms. The authors conducted an empirical study involving 353 employees from SMEs in Daegu, South Korea, who utilized virtual interactive platforms for work. The study identified the platform features that enhance users’ intention to continue using the service, and examined the impact of different motivations on users’ behavioral intentions. The findings revealed that while telepresence and interactivity significantly influenced user satisfaction, they did not directly affect continued use intentions. User satisfaction and extrinsic motivation were positively associated with users’ intention to continue using the platform. Among the identified motivations, extrinsic motivation had the strongest impact on continued use intention, whereas intrinsic motivation had the weakest impact. This study has important implications for managers aiming to optimize the benefits of virtual interactive platforms in hybrid work environments. Additionally, it offers insights for platform providers seeking to enhance their services. By understanding the factors that drive user satisfaction and continued use intention, organizations can develop strategies to maximize the sustainability advantages of virtual interactive platforms.