International Journal of Advanced Culture Technology

  • 제12권3호
  • /
  • Pages.406-418
  • /
  • 2024
  • /
  • 2288-7202(pISSN)
  • /
  • 2288-7318(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
권호 표지
DOI QR코드

DOI QR Code

A study on the impact of fashion brand Metaverse platform characteristics on perceived avatar identity and user purchase intention

  • Jihye Jeon (Graduate School of Design, Kookmin University) ;
  • Eun-Jung Lee (Dept. of Fashion Design, Kookmin University)
  • 투고 : 2024.06.20
  • 심사 : 2024.09.01
  • 발행 : 2024.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

In line with the rapid spread of Metaverse in various marketing areas, fashion companies have also begun to devise various activities using the Metaverse. Fashion experiences within the Metaverse platform must be conducted considering the characteristics of the Metaverse itself. However, there has yet to be any research on Metaverse fashion based on the characteristics of the Metaverse platform itself. Accordingly, this study sought to empirically analyze the impact of various characteristics of the Metaverse platform on consumers' virtual fashion experience within the platform. In particular, this study focused on the relationships among the Metaverse platform characteristics, perceived avatar identity, and the purchase intention of actual fashion products. In order to test the hypotheses, a survey was conducted on 300 Korean male and female consumers with an average age of 39.3 who had experience with virtual fashion through the Metaverse platform. In response to the recent increase in domestic and foreign brands' attempts to experience fashion using ZEPETO, the questionnaire provided an experience scenario that included detailed captured images of the use of avatars in the ZEPETO world. Data was subjected to statistical analysis using the SPSS 28.0 program. The results confirmed that the characteristic factors of the Metaverse platform (i.e., presence, social interactivity, anonymity) had a significant impact on the user's perceived avatar identification. Additionally, perceived avatar identity significantly affected users' purchase intention. Theoretical and managerial implications and study limitations are discussed.

키워드

참고문헌

  1. Dionisio, J.D.N., Burns III, W.G., and Gilbert, R. (2013), "3D virtual worlds and the metaverse: Current status and future possibilities," ACM Computing Surveys (CSUR), 45(3), 1-38. https://doi.org/10.1145/2480741.2480751
  2. Ghali, Z., Rather, R.A., and Khan, I. (2024), "Investigating metaverse marketing-enabled consumers' social presence, attachment, engagement and (re)visit intentions," Journal of Retailing and Consumer Services, 77(March), 103671. https://doi.org/10.1016/j.jretconser.2023.103671
  3. Kim, K.C., & Kim, Y. J. (2022), "A study on the effect of immersion level by Metaverse concert function on the audience's activeness," Asia-Pacific Journal of Convergent Research Interchange, 8(11), 247-265. http://dx.doi.org/10.47116/apjcri.2022.11.19
  4. Periyasami, S. & Periyasamy, A. P. (2022), "Metaverse as future promising platform business model: Case study on fashion value chain," Businesses, 2(4), 527-545. https://doi.org/10.3390/businesses20440033
  5. Wang, X., Butt, A. H., Zhang, Q., Shafique, N., and Ahmad, H. (2021), "Celebrity avatar" feasting on ingame items: A gamers' play arena," Sage Open, 11(2). https://doi.org/10.1177/21582440211015716
  6. A. R., Lee. (2023.10.27), "F&F, 'Supra' relaunched as a metaverse fashion brand," Fashion Post, http://www.fpost.co.kr/board/bbs/board.php?wr_id=2859&bo_table=newsinnews
  7. Lim, H. (2023), "A study on the perception of Metaverse fashion using big data analysis," Fashion & Textiles Research Journal, 3(1), 72-81, https://doi.org/10.5805/SFTI.2023.25.1.72
  8. Barfield, W., & Hendrix, C. (1995), "The effect of update rate on the sense of presence within virtual environments," Virtual Reality, 1, 3-15. https://doi.org/10.1007/BF02009709
  9. Mount, N. J., Chambers, C., Weaver, D., & Priestnall, G. (2009), "Learner immersion engagement in the 3D virtual world: principles emerging from the DELVE project," Innovation in Teaching and Learning in Information and Computer Sciences, 8(3), 40-55. https://doi.org/10.11120/ital.2009.08030040
  10. H. S. Kane, C. McCall, N. L. Collins, & J. Blascovich (2012), "Mere presence is not enough: Responsive support in a virtual world," Journal of Experimental Social Psychology, 48(1), 37-44. https://doi.org/10.1016/j.jesp.2011.07.001
  11. Han, S. L., An, M., Han, J. J., & Lee, J. (2020), "Telepresense, time distortion, and consumer traits of virtual reality shopping," Journal of Business Research, 118, 311-320. https://doi.org/10.1016/ j.jbusres.2020.06.056
  12. Lee, J., Kim, J., & Choi, J. Y. (2019), "The adoption of virtual reality devices: The technology acceptance model integrating enjoyment, social interactivity, and strength of the social ties," Telematics and Informatics, 39, 37-48. https://doi.org/10.1016/j.tele.2018.12.006
  13. Kim, D., & Ko, Y. J. (2019), "The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction," Computers in Human Behavior, 93, 346-356. https://doi.org/10.1016/j.chb.2018.12.040
  14. Nissenbaum, H. (1999), "The meaning of anonymity in an information age," The Information Society, 15(2), 141-144. https://doi.org/10.1080/019722499128592.
  15. Marx, G. T. (1999), "What's in a name? Some reflections on the sociology of anonymity," The Information Society, 15(2), 99-112. https://doi.org/10.1080/019722499128565
  16. Matthew Edman, Bulent Yener (2009), "On anonymity in an electronic society: A survey of anonymous communication systems," ACM Computing Surveys (CSUR), 42(1), 1-35. https://doi.org/10.1145/1592451.159245617
  17. Diener, E. (1976), "Effects of prior destructive behavior, anonymity, and group presence on deindividuation and aggression," Journal of Personality and Social Psychology, 33(5), 497-507. https://doi.org/10.1037/0022-3514.33.5.497
  18. Christopherson, K.M. (2007), "The positive and negative implications of anonymity in internet social interactivitys: On the internet, nobody knows you're a dog," Computers in Human Behavior, 23, 3038-3056. https://doi.org/10.1016/j.chb.2006.09.001
  19. Wiles, R., Crow, G., Heath, S., & Charles, V. (2008), "The management of confidentiality and anonymity in social research," International Journal of Social Research Methodology, 11(5), 417-428. https://doi.org/10.1080/1364557070162223121 (Basil, 1996)
  20. Novak, A. (2014), "Anonymity, confidentiality, privacy, and identity: The ties that bind and break in communication research," Review of Communication, 14(1), 36-48. https://doi.org/10.1080/15358593.2014.942351
  21. Ting, D.H., Abbasi, A.Z. & Ahmed, S. (2021), "Examining the mediating role of social interactivity between customer engagement and brand loyalty," Asia Pacific Journal of Marketing and Logistics, 33(5), 1139-1158. https://doi.org/10.1108/APJML-10-2019-0576
  22. Michael P. McCreery, David B. Vallett,& Cynthia Clark (2015), "Social interactivity in a virtual environment: Examining socio-spatial interactivity and social presence using behavioral analytics," Computers in Human Behavior, 51(1), 203-206. https://doi.org/10.1016/j.chb.2015.04.044
  23. Hoffner, C., & Buchanan, M. (2005), "Young adults' wishful identification with television characters: the role of perceived similarity and character attributes," Media Psychology, 7, 325-351. https://doi.org/10.1207/S1532785XMEP0704_2
  24. Behm-Morawitz, E., & Villamil, A. (2019), "The roles of ingroup identification and implicit bias in assessing the effectiveness of an online diversity education program," Journal of Applied Communication Research, 47(5), 505-526. https://doi.org/10.1080/00909882.2019.1678761
  25. Peterson, M. (2006), "Learner interaction management in an avatar and chat-based virtual world," Computer Assisted Language Learning, 19(1), 79-103. https://doi.org/10.1080/09588220600804087
  26. Henning, B., & Vorderer, P. (2001), "Psychological escapism: Predicting the amount of television viewing by need for cognition," Journal of Communication, 51, 100-120. https://doi.org/10.1111/j.1460-2466.2001.tb02874.x
  27. Lin, H., & H. Wang (2014), "Avatar creation in virtual worlds: Behaviors and motivations," Computers in Human Behavior, 34, 213-218. https://doi.org/10.1016/j.chb.2013.10.005
  28. Dincelli, E., & A. Yayla (2022), "Immersive virtual reality in the age of the Metaverse: A hybrid-narrative review based on the technology affordance perspective," The Journal of Strategic Information Systems, 31(2), 101717. https://doi.org/10.1016/j.jsis.2022.101717.
  29. K. Ahn, C. Yoo, & S. Kim (2004), "The study on the structural model of avatar decoration needs, avatar self-identification and site attitude & loyalty," Consumer Research, 15(2), 19-38.
  30. E. Lee, & J. Jeon (2022), "Effect of experience of fashion brand Metaverse virtual reality store on perceived avatar identification, perceived fun, and consumer-brand self-congruity," The Journal of the Convergence on Culture Technology (JCCT), 8(4), 387-395.
  31. Han, S., & An, M. (2019), "Analysis of remote presence and consumer purchasing behavior in a virtual reality distribution environment," Distribution Research, 24(1), 51-71.
  32. Cronbach, L. J., "Coefficient alpha and the internal structure of tests," Psychometrika, Vol.16, 297-334, 1951. https://doi.org/10.1007/BF02310555
  33. Baron, R. M. & Kenny, D. A., "The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations," Journal of Personality and Social Psychology, Vol.51, No.6, 1173-1182, 1986. DOI: https://doi.org/10.1037/0022-3514.51.6.1173
  34. J. F., Hair, W. C., Black, B. J. Babin, & R. E. Anderson (2010), Multivariate Data Analysis (7th Edition), Pearson, p.136.
  35. H. F. Kaiser (1974), "An Index of Factorial Simplicity," Psychometrika, 39(1), 31-36. https://doi.org/10.1007/BF02291575