한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제48권1호
  • /
  • Pages.82-93
  • /
  • 2024
  • /
  • 1225-1151(pISSN)
  • /
  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
DOI QR코드

DOI QR Code

메타버스에서의 패션 브랜드 경험이 소비자의 즐거움 지각과 행동의도에 미치는 영향

The Effect of Brand Experience in the Metaverse on Consumers' Pleasure and Behavioral Intention

  • 박신영 (서울여자대학교 패션산업학과) ;
  • 신수연 (서울여자대학교 패션산업학과)
  • Shinyoung Park (Dept. of Fashion Design & Marketing, Seoul Women's University) ;
  • Su-yun Shin (Dept. of Fashion Design & Marketing, Seoul Women's University)
  • 투고 : 2023.08.28
  • 심사 : 2023.12.19
  • 발행 : 2024.02.29
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study confirms how brand experiences perceived by consumers in the metaverse affect their pleasure and behavioral intentions (intention to use the platform, and purchase the virtual product). The results of this study are as follows. First, consumers have sensory, affective, behavioral, and intellectual experiences while interacting with fashion brands in the virtual space of the metaverse. Second, in the metaverse, consumers experience pleasure when they have various brand experiences including those mentioned above. Third, the pleasure gained through consumers' brand experiences has a positive effect on their behavioral intentions, including their intentions to use the platform and purchase the virtual product in the metaverse. This study is academically meaningful in strengthening brand experience-related research and expanding into the metaverse context through empirically verifying the influence of consumers' brand experiences on pleasure in the metaverse. Also, related fashion companies will be able to use the results of this study to strategically create consumers' sensory, affective, behavioral, and intellectual experiences to elicit pleasant emotions from consumers in the virtual space of the metaverse.

키워드

과제정보

This work was supported by a research grant from Seoul Women's University (2023-0229).

참고문헌

  1. Arnold, M. B. (1960). Emotion and Personality. Columbia University Press.
  2. Bloch, P. H., & Bruce, G. D. (1984). The leisure experience and consumer products: An investigation of underlying satisfactions. Journal of Leisure Research, 16(1), 74-88. https://doi.org/10.1080/00222216.1984.11969574
  3. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.052
  4. Choi, Y., & Oh, H. J. (2023). Focusing on the moderating effect of product type and avatar identification. The Korean Journal of Advertising and Public Relations, 25(1), 169-204. https://doi.org/10.16914/kjapr.2023.25.1.169
  5. Choi, E.-S., & Pyun, J.-M. (2021). Effect of brand experience on brand attitude within Meta-bus through avatars: Focused on Gucci Villa in ZEPETO. Design Forum, 73, 83-94. http://doi.org/10.21326/ksdt.2021.26.4.007
  6. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  7. Dube, L., & Le Bel, J. (2003). The content and structure of laypeople's concept of pleasure. Cognition and Emotion, 17(2), 263-295. https://doi.org/10.1080/02699930302295
  8. Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2008). Automatic effects of brand exposure on motivated behavior: How apple makes you "think different". Journal of Consumer Research, 35(1), 21-35. https://doi.org/10.1086/527269
  9. Foxall, G. R., & Greenley, G. E. (1999). Consumers' emotional responses to service environments. Journal of Business Research, 46(2), 149-158. https://doi.org/10.1016/S0148-2963(98)00018-6
  10. Fredrickson, B. L., Cohn, M. A., Coffey, K. A., Pek, J., & Finkel, S. M. (2008). Open hearts build lives: positive emotions, induced through loving-kindness meditation, build consequential personal resources. Journal of Personality and Social Psychology, 95(5), 1045-1062. https://doi.org/10.1037/a0013262
  11. Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410. https://doi.org/10.1016/j.emj.2007.08.005
  12. Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(3), 448-454. https://doi.org/10.1086/344422
  13. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
  14. Hossain, M. S., Arshad, M., Qian, L., Zhao, M., Mehmood, Y., & Kachele, H. (2019). Economic impact of climate change on crop farming in Bangladesh: An application of Ricardian method. Ecological Economics, 164, 106354. https://doi.org/10.1016/j.ecolecon.2019.106354
  15. Hung, A. A., Parker, A. M., & Yoong, J. K. (2009). Defining and measuring financial literacy, RAND Working Paper Series BR-708. https://doi.org/10.2139/ssrn.1498674
  16. Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582.
  17. Isen, A. M., & Reeve, J. (2005). The influence of positive affect on intrinsic and extrinsic motivation: Facilitating enjoyment of play, responsible work behavior, and self-control. Motivation and Emotion, 29(4), 297-325. https://doi.org/10.1007/s11031-006-9019-8
  18. Ishida, C., & Taylor, S. A. (2012). Retailer brand experience, brand experience congruence, and consumer satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 25, 63-79.
  19. Izard, C. E. (1991). The psychology of emotions. Springer Science & Business Media.
  20. Jung, B. Y. (2023, June 15). 국내 메타버스 이용자 10명 중 4명 네이버 '제페토' 쓴다[4 out of 10 metaverse users in Korea use Naver's 'ZEPETO']. Bloter, https://www.bloter.net/news/articleView.html?idxno=602692
  21. Jeong, Y. & Lee, J. (2009). A comprehensive framework for experiential consumption: the relationship among experience traits, pleasure and guilty, reexperience in experiential consumption. Korean Management Review, 38(2), 523-553.
  22. Kang, S. (2021). A study on the factors affecting the usage intention of the metaverse in the digital convergence age. The Journal of Internet Electronic Commerce Research, 1(6), 171-188. https://doi.org/10.37272/JIECR.2021.12.21.6.171
  23. Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523. https://doi.org/10.1086/268109
  24. Kerin, R. A., Jain, A., & Howard, D. J. (1992). Store shopping experience and consumer price-quality-value perceptions. Journal of Retailing, 68(4), 376.
  25. Kim, S. H. (2011). Consumers' emotional pleasure and cognitive pleasure: Dynamic relationship between cognition and emotion. Korean Management Review, 40(2), 255-295.
  26. Klaus, P., & Maklan, S. (2007). The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122. https://doi.org/10.1080/10696679.2002.11501926
  27. Kong, L.-L., Jin, D.-G., & Kim, H.-G. (2015). Mediating effects of pleasure in the relationships of brand experience and brand attachment. Journal of Consumption Culture, 18(2), 89-117. https://doi.org/10.17053/JCC.2015.18.2.005
  28. Lee, J.-H., Oxk, J. W., & Park, H. H. (2008). The study on relationship of arousal, pleasure, and behavior intention from a store environment: Focused on moderating role of shopping value. Journal of Distribution Research, 13(4), 21-46.
  29. Menon, S., & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of Retailing, 78(1), 31-40. https://doi.org/10.1016/S0022-4359(01)00064-1
  30. Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404-423. https://doi.org/10.1057/bm.2012.31
  31. Orth, U. R., Limon, Y., & Rose, G. (2010). Store-evoked affect, personalities, and consumer emotional attachments to brands. Journal of Business Research, 63(11), 1202-1208. https://doi.org/10.1016/j.jbusres.2009.10.018
  32. Park, S., & Kim, H. Y. (2022). Effect of perceived presence in metaverse on extended self and purchase intention of virtual and actual clothing: Verification of moderating effect of ideal self-seeking tendency. Journal of the Korean Society of Costume, 72(5), 150-168. https://doi.org/10.7233/jksc.2022.72.5.150
  33. Park, Y., Ko, E., & Do, B. (2023). The perceived value of digital fashion product and purchase intention: The mediating role of the flow experience in metaverse platforms. Asia Pacific Journal Oo Marketing and Logistics, 35(11), 2645-2665. https://doi.org/10.1108/APJML-11-2022-0945
  34. Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496
  35. Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of Marketing Research, 10, 25-61. https://doi.org/10.1108/S1548-6435(2013)0000010006
  36. Shin, D. G. (2023, March 9). 패션 이어 뷰티까지 메타버스 열풍 글로벌 가상매장 확산 [The metaverse craze in fashion and beauty Spread of global virtual stores]. Donga, https://www.donga.com/news/Economy/article/all/20230308/118240366/1
  37. Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. https://doi.org/10.1207/s15327663jcp1501_10
  38. Tsai, Y. (2011). Relationship between organizational culture, leadership behavior and job satisfaction. BMC Health Services Research, 11(98), 1-9. https://doi.org/10.1186/1472-6963-11-1
  39. Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication: Effects of product pictures on consumer responses to the package and brand. Journal of Marketing Theory and Practice, 10(4), 58-68. https://doi.org/10.1080/10696679.2002.11501926
  40. Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704. https://doi.org/10.2307/25148660
  41. Van Rijmenam, M. (2022). Step into the metaverse: How the immersive internet will unlock a trillion-dollar social economy. John Wiley & Sons.
  42. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  43. Vorderer, P. (2001). It's all entertainment-sure. But what exactly is entertainment? Communication research, media psychology, and the explanation of entertainment experiences. Poetics, 29(4-5), 247-261. https://doi.org/10.1016/S0304-422X(01)00037-7
  44. Wongkitrungrueng, A., & Suprawan, L. (2023). Metaverse meets branding: Examining consumer responses to immersive brand experiences. International Journal of Human-Computer Interaction, 1-20. https://doi.org/10.1080/10447318.2023.2175162
  45. Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17(7), 532-540. https://doi.org/10.1057/bm.2010.4
  46. Zarantonello, L., Schmitt, B. H., & Brakus, J. J. (2007). Development of the brand experience scale. Advances in Consumer Research, 34, 580-582.