패션비즈니스 (Journal of Fashion Business)

  • 제27권1호
  • /
  • Pages.36-49
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  • 2023
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  • 1229-3350(pISSN)
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  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
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메타버스 체험과 아바타 패션아이템 추구혜택 및 구매행동과의 관계 연구

A Study on the Relationships Among Metaverse Experience, the Benefit Sought, and Purchase Behavior of Avatar Fashion Items

  • 지경하 (충남대학교 생활과학연구소) ;
  • 김한나 (충남대학교 의류학과)
  • Kyoungha Ji (Research Institute of Home Economics, Chungnam National University) ;
  • Hanna Kim (Dept. of Clothing & Textiles, Chungnam National University)
  • 투고 : 2022.12.16
  • 심사 : 2023.01.11
  • 발행 : 2023.02.28
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초록

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.

키워드

과제정보

본 논문은 한국연구재단의 지원에 의해 수행됨(NRF-2021R1A6A3A01086402)

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