메타버스 환경에서 인지된 실재감이 확장된 자아와 가상의류 및 실제의류 제품의 구매의도에 미치는 영향 : 이상적 자아 추구성향의 조절효과 검증

Abstract

In the metaverse, which has emerged as a new topic, instead of the real self, avatars move, wear clothes, and communicate with others. The metaverse, which expanded the real world to the virtual world, similarly shifted human life, which led users to purchase virtual clothing for avatars. This research intended to determine how presence affects metaverse users and why users want to purchase virtual or actual clothes in the metaverse. To this end, an online survey was conducted on 330 men and women in their 20s and 40s familiar with the metaverse, and the collected data were analyzed using a structural equations model and the macro process of SPSS. The findings revealed that presence (self, physical, and social) had a positive effect on the extended self through avatars. The extended self had a positive effect on both virtual clothing purchase intention and actual clothing purchase intention. Those with high virtual clothing purchase intention showed high actual clothing purchase intention. In addition, for those with a higher ideal self-seeking tendency, the influence of the relationship between the extended self and actual clothing purchase intention was greater. The results of this study will provide insights into fashion brand channel operations and brand product exposure strategies in the metaverse.