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

The Korean Society of Clothing and Textiles (한국의류학회)
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Impact of Metaverse Store Virtuality on Creative Consumption -Exploring the Mediating Role of Flow Experience and the Moderating Role of Creative Product-Seeking Tendency-

메타버스 점포의 가상성이 창의적 소비에 미치는 영향 -몰입 경험의 매개효과와 창의적 제품 추구 성향의 조절효과 검증-

  • Woo Bin Kim (Dept. of Human Centered Design, Cornell University) ;
  • Ha Kyung Lee (Dept. of Clothing & Textiles, Chungnam National University)
  • 김우빈 (코넬대학교 인간중심디자인학과) ;
  • 이하경 (충남대학교 의류학과)
  • Received : 2024.04.15
  • Accepted : 2024.06.05
  • Published : 2024.08.31
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Abstract

Unlike traditional retail formats, the metaverse offers diverse shopping experiences, ranging from content that mimics reality to content that transcends reality based on its characteristic of virtuality. This study elaborates on the concept of virtuality within store environments and investigates how the virtuality level of a metaverse store influences consumers' creative consumption by mediating the flow experience. Additionally, it examines the interaction effect of creative product-seeking tendencies and individual characteristics on the relationship between flow experience and creative consumption behavior. A web-based experiment was conducted on young Korean female adults who experienced metaverse shopping. Ninety-one samples were analyzed using exploratory factor and bootstrap analyses with SPSS Macro process Models 4 and 14. The findings demonstrate that store virtuality (low vs. high) increases consumers' purchase intentions of creative fashion items by enhancing their flow toward the shopping experience. Furthermore, the effect of flow experience on creative consumption is strengthened when consumers have low creative product-seeking tendencies. This study contributes to expanding the concept of virtuality in virtual retailing and provides insights for fashion retailers planning to create virtual shopping spaces within the metaverse platform.

Keywords

Acknowledgement

이 논문은 2022년도 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(2022R1A6A3A01086839).

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