메타버스 플랫폼 기반 지각된 럭셔리 패션 브랜드 경험에 대한 연구:제페토를 중심으로

Abstract

In the metaverse, users can enjoy benefits such as feeling satisfaction through their avatars, interacting with various people worldwide, and creating revenue through differentiated content creation. The metaverse also can induce adequate brand cognition through differentiated and unique brand experiences. Compared to its growth potential and social importance, studies on brand experience in the metaverse have been limited. Therefore, this study examines the perceived brand experience, brand equity, brand attitude, and behavioral intention in the metaverse platform. For this research, in-depth interviews were conducted on users of ZEPETO, a metaverse platform in South Korea. Results showed that traditional luxury brands focused on aesthetic aspects of store composition, while new luxury brands focused on more realistic store composition. Also, as customer participation increased, positive brand attitude increased while re-visit intention and word-of-mouth recommendations decreased. According to content creation involvement, there was no difference in purchase intention, which means that regardless of people