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

  • 제47권3호
  • /
  • Pages.492-510
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  • 2023
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
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메타버스의 아바타 동일시가 몰입, 대리만족 및 패션 브랜드 아이템 공유의도에 미치는 영향

The Effects of Metaverse Avatar Identification on Immersion, Vicarious Pleasure, and Fashion Brand Item Sharing Intention

  • 신승희 (이화여자대학교 의류산업학과) ;
  • 김효정 (이화여자대학교 의류산업학과) ;
  • 유정민 (덕성여자대학교 경영학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Seunghee Shin (Dept. of Fashion Industry, Ewha Womans University) ;
  • Hyojung Kim (Dept. of Fashion Industry, Ewha Womans University) ;
  • Jungmin Yoo (Dept. of Business Administration, Duksung Women's University) ;
  • Minjung Park (Dept. of Fashion Industry, Ewha Womans University)
  • 투고 : 2022.12.26
  • 심사 : 2023.04.17
  • 발행 : 2023.06.30
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초록

The metaverse, an expansion of the real world, refers to a three-dimensional virtual world where daily life and economic activities can be conducted through avatars. This study examines the effect of avatar identification on metaverse immersion, vicarious pleasure, and fashion brand item sharing intention by subdividing avatar identification into similarity identification, wishful identification, and embodied presence. In addition, it investigates the difference in the influence relationship between avatar identification, immersion, and vicarious pleasure according to the degree of fashion involvement. The total of 319 participants were analyzed using SPSS 26.0 and AMOS 24.0. The results showed that similarity identification, wishful identification, and embodied presence had significant impacts on immersion and vicarious pleasure, influencing sharing intention. There was also a difference in the effect of avatar identification on consumer responses depending on fashion involvement. This study provides theoretical implications for experiential marketing and presents practical suggestions for developing metaverse marketing strategies.

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과제정보

본 논문은 석사학위 논문의 일부임.

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