This study was conducted to examine user behaviors resulting from the adoption, usage, and diffusion of metaverse platforms. To achieve this, data was collected from 323 users who had experiences with the metaverse platform 'GatherTown'. The study aimed to identify perceived benefit factors (usefulness, information accessibility, social identity) and perceived sacrifice factors (content quality risk, technical effort, innovation resistance). After deriving these factors, the study explored their impact on perceived value and subsequently examined the empirical effects of perceived value on usage frequency and usage diversity. Results suggest that among the perceived benefit factors, usefulness and information accessibility had a positive effect on perceived value, and among the perceived sacrifice factors, only innovation resistance had a negative effect on perceived value. In addition, perceived value was confirmed to have a significant influences on usage frequency and diversity. The study contributes academically by combining the value-based adoption model and usage-diffusion model, providing insights into user behavior in metaverse platform usage. Practically, the study could help to formulate marketing strategies for metaverse platforms by identifying factors which influence actual platform usage.