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

  • 제47권5호
  • /
  • Pages.891-906
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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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메타버스 기반 브랜드 가상 공간 내 플로우가 만족과 가상 및 실제 패션 제품 구매의도에 미치는 영향

The Effects of Flow in a Metaverse-based Virtual Brand Space on Satisfaction and Purchase Intention of Virtual and Actual Fashion Products

  • 서혜심 (노스캐롤라이나 주립대학교 텍스타일 테크놀로지 매니지먼트 전공) ;
  • 여은아 (계명대학교 패션마케팅학과)
  • Hyesim Seo (Textile Technology Management program, Dept. of Textile and Apparel, Technology and Management, North Carolina State University) ;
  • Eunah Yoh (Dept. of Fashion Marketing, Keimyung University)
  • 투고 : 2023.06.03
  • 심사 : 2023.08.25
  • 발행 : 2023.10.31
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초록

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.

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참고문헌

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