Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Searching for Ways to Utilize Avatars in Consideration of User Preferences in the Experience Metaverse Service

경험 메타버스 서비스에 있어 사용자의 선호도를 고려한 아바타 활용 방안 모색

  • Sung-Suk Park (Department of Imaging, Korea University of Media Arts) ;
  • Il-Hyun Cho (Department of Digital Contents, College of Arts, Sangmyung University)
  • Received : 2023.02.17
  • Accepted : 2023.04.11
  • Published : 2023.04.30
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Abstract

Efforts to build metaverse platform services and expand profit structure are developing in a more realistic direction. The metaverse, which has been centered on 'creation and economy' and 'discovery', will evolve into an 'experience' metaverse, creating tangible business effects where satisfaction with the user experience leads directly to purchase. In this paper, the condition of the avatar used as a medium of economic activity between the metaverse platformer and the user and the business utilization plan were sought. In addition, a new 'metaverse business model' was proposed based on 'experience, discovery, creation and economy', and in particular, it was intended to lay the foundation for the experience metaverse to further develop in the form of 'business experience'. In addition, a survey was conducted on the 'application of metaverse service and avatar' targeting the MZ generation, the main customer base of the current metaverse service. In order to provide a service that satisfies the user, it was concluded that the appearance of the avatar needs to be changed according to the purpose and function. Accordingly, we propose an 'selective switch mode' that can change the avatar's appearance at the desired timing according to the 'experience' and 'purchase purpose' of each metaverse service area. In addition, by strategically utilizing the 'Digilog' psychology, we believe that it will be possible to promote the influx of new users while increasing the loyalty of existing users to the platform. Through the establishment of 'avatar purchase system' by 'selective switch mode' and 'avatar decorating system' by 'digilog' strategy, the experience metaverse, which has been focused on 'digital twin experience' so far, is As it develops into 'business experience', it is expected that the user experience can be further satisfied.

Keywords

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