메타버스에서의 정서적 경험이 고객반응에 미치는 효과

Abstract

The Metaverse as a combination of physical and digital space, provides many consumers with a different process of search, evaluation, consumption, and disposal than before, based on hyper-connected and hyper-realistic services. Therefore, it is necessary to examine what kind of sensory experiences customers feel when performing various activities in the Metaverse and how these experiences affect customers' behavioral responses. This study measured the temporal and emotional experience of the Metaverse service environment felt during the Metaverse experience journey of customers experiencing medical tourism services. The results of the study showed that the emotional experience through Metaverse had a more positive impact on customer satisfaction and customer loyalty as the intensity of the Metaverse experience deepened. In particular, it was confirmed that the emotional experience at the end of the Metaverse service had a positive influence on repurchase behavior. These results show that, just as in the real world, customer experience in the Metaverse can provide important insight into understanding customers' post purchase behavior and how service providers can develop and implement effective customer experience strategies in the Metaverse environment.