• 스마트미디어저널
• /
• 제11권6호
• /
• pp.9-17
• /
• 2022

코로나19 팬데믹 시대를 거치면서 비대면 서비스가 요구되었고 확장현실 및 메타버스 서비스의 활용이 다양한 응용 분야에서 급증하였다. 이 논문은 국내외에서 활발하게 사용되는 메타버스 플랫폼인 게더타운, 이프랜드, 로블록스, 제페토를 사용자 인터랙션, 아바타 기반 인터랙션, 가상 세계 생성의 측면에서 분석한다. 특히 사용자의 현실 세계에서 발생하는 사용자 입력 기법, 가상 세계에서 사용자를 나타내는 아바타의 표현 기법, 그리고 사용자 참여를 통해 가상 세계를 제작하는 인터랙션 유형으로 구분하여 설명한다. 이를 통해 현재 메타버스 인터랙션의 추세와 요구를 도출하고 휴먼-메타버스 인터랙션의 기회와 발전 방향을 전망한다.

• 패션비즈니스
• /
• 제27권1호
• /
• pp.36-49
• /
• 2023

This study investigated effects of metaverse experience on avatar fashion item benefit sought and the impact of fashion item benefit sought on fashion item purchase behavior. An online survey was carried out in the last year targeting male and female consumers aged 15 to 39 years who had purchased avatar fashion items from 'Zepeto'. A total of 363 responses were analyzed in this study. Results are as follows. First, four factors of metaverse experience were derived: 'entertainment experience', 'escape experience', 'adventure experience', and 'relationship experience'. Four factors of avatar fashion item benefit sought were derived: 'trend/brand sought', 'situation suitability sought', 'individuality sought', and 'ideal appearance sought'. Second, all four factors of metaverse experience were found to significantly affect the benefit of trend/brand sought. It was found that entertainment, adventure, and relationship experiences, excluding escape experiences, had significant effects on situational suitability sought. In addition, it was confirmed that entertainment and adventure experiences had significant effects on individuality sought and ideal appearance, respectively. Third, it was found that the trend/brand sought had a significant effect on metaverse usage time and purchase amount and that the situational suitability sought influenced the number of avatar fashion items purchased.

• 식품보건융합연구
• /
• 제8권2호
• /
• pp.1-6
• /
• 2022

Purpose: This study aims to examine the opportunities in the food industry in the context of non-fungible tokens (NFTs) and the metaverse. The metaverse expands offline experiences into a virtual space and provides users with the advantage of overcoming the limitations of physical space. Research design, data and methodology: With the development of various contents based on advanced technology, the metaverse is becoming popular among the MZ generation (comprising millennials and Gen Zs), who are skilled at navigating digital platforms. Moreover, the previously entertainment game focused service has expanded to the business field after COVID-19; activities on the metaverse are now making space for economic value creation. I examined the recent global trends in the context of NFTs and the metaverse as well as the existing cases in Korea. Results: Globally, gaming and performance platforms such as Roblox, Fortnite etc. are still concentrated in the entertainment industry. However, as shown by ZEPETO and ifland in Korea there are many opportunities in the retail and food industries. Conclusions: We analyzed the ecosystems of the retail and food and beverage sectors, where the metaverse will be useful in the future, and have suggested the implications of the opportunities provided by the metaverse.

• 한국의류학회지
• /
• 제47권3호
• /
• pp.560-576
• /
• 2023

Drawing on gamification affordance theory, this study examines the relationships among key affordances of avatar fashion styling, perceived enjoyment, and engagement behavior intentions-defined as the intention to share content on avatars in the metaverse platform-and the moderating role of metaverse familiarity. Based on survey data collected from 198 Korean ZEPETO users with avatar fashion styling experience, the hereby proposed research model was tested with structural equation modeling. The results demonstrated that self-expression and competition positively influenced perceived enjoyment, which subsequently affected customers' engagement behavior intention. Furthermore, metaverse familiarity as a moderating effect intensified the positive association between affordances and perceived enjoyment as well as between perceived enjoyment and engagement behavior intentions. The individual interaction effect of each affordance dimension on perceived enjoyment was different, with self-expression having a greater influence on enjoyment among the high-familiarity group and competition having a greater influence on enjoyment among the low-familiarity group. Considering that users with low metaverse familiarity might have higher needs for social interaction for adaptation, competition, being more socially triggering, might have affected these users more crucially.

• Journal of Information Technology Applications and Management
• /
• 제30권6호
• /
• pp.53-68
• /
• 2023

Through the COVID-19 pandemic, the demand for non-face-to-face communication systems has surged, leading to an increased prevalence of virtual interactions across various domains, such as tasks, meetings, orders and deliveries, and even student education. Against this backdrop, interest in the metaverse platform has been on the rise, with metaverse services like Zepeto, Roblox, and Minecraft expanding beyond gaming to encompass educational fields as well. This study aims to identify authenticity factors influencing metaverse platform-based educational services and examine their impact. The authenticity components are defined as integrity, empathy, interactivity, presence, and uniqueness. The study investigates the effects of these authenticity components on both service value and service satisfaction. To achieve this, a survey involving 320 metaverse users was conducted, and the model was subjected to statistical validation. The findings of this research underscore that perceiving metaverse education services, still in the early stages of introduction, as authentic educational methods for learners positively influences satisfaction with the educational service.This study holds significance as it lays the theoretical groundwork for enhancing the authenticity of educational services in virtual space. It defines and proposes authenticity elements for customer satisfaction in metaverse educational services, which are still in their nascent stages. Moving forward, it is anticipated that various studies will be conducted to enhance the value of metaverse education services and achieve higher customer satisfaction as customer experiences evolve and deepen.

• International journal of advanced smart convergence
• /
• 제12권4호
• /
• pp.44-54
• /
• 2023

This paper provides a comprehensive analysis of the implications of the metaverse on the music industry, focusing on copyright issues and potential solutions. It delves into the concept and characteristics of metaverse platforms, describing them as environments that immerse users in a variety of virtual experiences. A significant portion of the paper is dedicated to exploring music use and copyright infringement in the metaverse. It examines how users incorporate existing music into their content, often leading to legal challenges due to copyright infringement. The paper discusses the role of online service providers (OSPs) in this context and the legal implications of their actions. The paper also addresses the 'safe harbor' provisions for OSPs and examines the balance between protecting rights holders and limiting OSP liability. It highlights the challenges and limitations of copyright enforcement in the metaverse, especially given the unique nature of content on platforms such as Roblox. Finally, the article proposes solutions to simplify music licensing in the metaverse, suggesting a shift from property rules to liability rules and the establishment of Collective Management Organizations (CMOs) to streamline the licensing process and better protect copyright holders' interests.

• International Journal of Advanced Culture Technology
• /
• 제12권2호
• /
• pp.110-118
• /
• 2024

This study was conducted to analyze the metaverse usage behavior of college students through in-depth interviews and to explore the characteristics of the major metaverse platforms with a focus on keywords. This study derived elements such as metaverse participation activities, real-world order, metaverse system, presence, and self-expression from previous research. This study examined how college students who use the metaverse perceive these variables. We present the following research results: First, the college students who participated in the study showed interest in content with many interactive elements on the metaverse platform and appeared to participate more actively in such content. Second, college students cited the ability to engage in economic activities in the metaverse as their greatest strength. It was expected that social norms applied in the real world would also be applied in the metaverse. Third, the Metaverse system, such as the Metaverse UI, UX, and servers, was found to be a factor that needs to meet users' expectations and hinders immersion. In this study, the characteristics of the metaverse platform were analyzed, focusing on essential keywords from in-depth interviews. The analysis results are as follows: It was expressed with keywords such as Zepeto has 'avatar' and 'personality expression,' Ifland has 'free decoration' and 'communication convenience,' Gathertown has 'movement convenience' and 'video chat.' Roblox has 'game-based' and 'dynamic.'

• 한국비블리아학회지
• /
• 제34권1호
• /
• pp.259-284
• /
• 2023

본 연구는 메타버스 플랫폼에서 진행했던 문화프로그램 운영사례들의 주요한 특징을 살펴보았다. 그리고 공공도서관 문화프로그램 담당사서를 대상으로 인터뷰를 진행하여 문화프로그램 유형별 메타버스 플랫폼의 활용가능성에 대해 의견을 수렴하였다. 이를 통해 궁극적으로 공공도서관에서 메타버스 플랫폼을 활용하여 문화프로그램을 기획·운영할 때 활용할 수 있는 가이드라인을 제시하고자 하였다. 조사결과 메타버스 플랫폼을 활용한 문화프로그램은 견학, 교육, 독서, 전시, 공연, 게임, 이벤트로 총 7가지로 나타났다. 공공도서관 문화프로그램 담당사서들은 견학, 전시, 게임, 이벤트에 대한 향후 활용성에 긍정적인 답변을 보였다. 교육은 문화프로그램의 성격에 따라 활용이 가능하지만, 독서와 공연은 향후 활용성이 떨어질 것이라는 답변을 보였다. 메타버스 플랫폼 활용 방안으로는 견학 문화프로그램은 제페토, 교육과 전시, 게임, 이벤트 문화프로그램은 게더타운과 젭의 활용성이 높게 나타났다.

• 한국의류산업학회지
• /
• 제24권4호
• /
• pp.418-430
• /
• 2022

This study aims to analyze consumers' purchase decision-making process of buying avatar fashion items on the Metaverse platform. Drawing on the connection between the self-expression tendency of the MZ generation and that of avatars in the Metaverse, this study uses a qualitative research method to analyze how consumers express their self-image through the appearance of their avatars. Unlike previous studies on the clothing purchase decision-making process, this study shows that purchasing and consumption behavior involve the following six stages: recognizing desire, collecting information, evaluating alternatives, making purchases, evaluating the consumption, and post-purchase action-taking. In the first stage of the purchase decision-making process, consumers' desire arises with self-image expression and confirmation. In the second stage, consumers have a high tendency to shop in the best item category. In the alternative evaluation stage, consumers tend to seek items that match their highest standard while considering their personal preferences. In the fourth stage, when making actual purchases, unplanned purchase behavior often occurs along with an active practice of alternative evaluation. In the fifth stage, the evaluation of the consumption shows that consumers achieve satisfaction by applying a style to their avatars that they are unable to try in the real world. In the last stage, consumers often use their purchases to communicate their various styles with other online consumers. Therefore, we conclude that the online purchase decision-making process differs from the offline process as it is divided into six stages.

• 품질경영학회지
• /
• 제51권1호
• /
• pp.97-117
• /
• 2023

Purpose: The purpose of this study is to examine the factors affecting the intention to continue using the metaverse platform service from the user's point of view. Methods: The study conducted a survey of experienced people using Zepeto, Ifland, Gather Town, Zep, Roblox, Fortnite, and Minecraft, which are virtual world types among metaverse types, and valid 415 data were analyzed by SPSS (ver 22.0) and R (ver 4.1.0) program packages. Results: As a result of empirical analysis, it was found that interactivity and social presence among the characteristics of metaverse affected expectation confirmation, and sensory affordance and functional affordance affected expectation confirmation as affordance factors. In addition, all four characteristics of metaverse, reliability, playfulness, interactivity, and social presence, were found to have the greatest affect on perceived usefulness, and it was analyzed that playfulness, social presence, and reliability were influenced in order. The affordance factor was also found to have a positive effect on physical affordance, sensory affordance, and functional affordance. This study was found that it had a positive effect on the relationship between expectation confirmation and satisfaction and the relationship between perceived usefulness and satisfaction. satisfaction was analyzed to lead to continuance intention. Conclusion: This study is meaningful in that it examines the perspective of users who can be called customers of metaverse platform services. Based on the results of this study, it is expected to have a significant effect on the development of metaverse platform services not only on platform operators that provide metaverse platform services but also on providers who plan events and education using metaverse platform services.