Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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An Analysis of User Experience of Metaverse Fashion Shows Based on Grounded Theory - Focusing on Schmitt's Experiential Marketing -

메타버스 패션쇼 이용자 경험 평가에 관한 근거 이론 연구 - 번 슈미트의 체험 마케팅을 중심으로 -

  • Min-Ji Lee (Dept. of Clothing & Textiles Design, Kyunghee University) ;
  • Jung-Min Lee (Dept. of Clothing & Textiles Design, Kyunghee University) ;
  • Eunjung Shin (Dept. of Clothing & Textiles Design, Kyunghee University)
  • 이민지 (경희대학교 의류디자인학과) ;
  • 이정민 (경희대학교 의류디자인학과) ;
  • 신은정 (경희대학교 의류디자인학과)
  • Received : 2023.07.05
  • Accepted : 2023.08.25
  • Published : 2023.10.31
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Abstract

This study identified and evaluated by deriving and categorizing concepts related to the user experience of metaverse fashion shows using grounded theory, which is a qualitative research method. Based on experiential marketing theory, in-depth interviews were conducted for 14 days with 14 males and females in their 20s and 30s. The research results and contents are as follows: The causal condition was the purpose of using metaverse fashion shows, and the action/interaction strategy caused by such a case was found to be establishing a system for metaverse fashion shows and promoting a positive brand image. The results included content evaluation of satisfaction, normal, or dissatisfaction. The contextual condition was a change in the form of consumption that emphasized experience, while the interventional condition was psychological distance. Based on this, the core category was defined as "consumption patterns that emphasized the purpose of use and experience affects the metaverse fashion shows and psychological distance appeared as a user experience evaluation through the establishment of a system of metaverse fashion shows and the promotion of a positive brand image". User types were classified as active or passive. Active users have the autonomy to select content according to their individual preferences, and accordingly, their experience preference tends to change. In contrast, passive users' preference for the technical quality of content is relatively low, but they have a high concentration of content diversity and audio-visual interest elements.

Keywords

References

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