믹스버스(Mixverse)경험과 디자인 활용에 관한 연구

Abstract

Recently, the IP-based theme space has become a content cultural space that is activated early due to the recognition of IP, enjoys the world view as a play, and enjoys organic exchange between virtual and reality. However, if the experience of content is low, the continuity of revisit and purchase promotion will be reduced, which affects sustainable growth and operation. Against this background, the necessity of research was raised, and a measure of success for sustainable growth and operation was set as an experience level, and a plan to enhance experience was found in the Mixverse platform strategy that experienced a mixture of real and virtual worlds. For analysis, four pop-up stores with outstanding character use were selected, and experience elements of senses, emotions, cognition, behavior, and relationships were derived from the experience theory of previous researchers, and experience and world view elements were redefined, and then analyzed by suggesting them as an analysis model. As a result of the analysis, the experience scale was high in the order of behavior, cognition, and relationship, and the sense and sensitivity were relatively low, indicating that the experience factors that induce active change and interaction of experienced people who want to participate in the world view were superior. Based on the analysis results, first, it is necessary to establish various platform strategies to strengthen the experience by focusing on all people's activities so that voluntary participation can take place. Second, experiences provided for stories and interactions that can be empathized, immersed, and enjoyed should be planned with an emphasis on personalization and customization. Third, it is necessary to establish and support a community for participation and relationships so that interest and knowledge can be formed in a good direction through positive perception. Finally, a flexible operation plan that collaborates with various fields, expands diversity, and increases the frequency of events for creative communication should be established. This study has limitations in categorizing due to the small number of samples in the analysis, but the experience for sustainable growth and operation of the theme space based on character IP can also be used as basic data to confirm the direction of improvement.