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

The Korean Society of Clothing and Textiles (한국의류학회)
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Exploring Media Richness in the Metaverse Shopping Platform -The Role of Rendering Quality and Avatar Realism-

메타버스 쇼핑 플랫폼의 미디어 풍부성 -렌더링 품질과 아바타 현실감의 역할-

  • Namhee Yoon (Human Ecology Research Center, Korea University) ;
  • Ha Kyung Lee (Dept. of Clothing and Textiles, Chungnam National University)
  • 윤남희 (고려대학교 생활과학연구소) ;
  • 이하경 (충남대학교 의류학과)
  • Received : 2024.07.03
  • Accepted : 2024.09.19
  • Published : 2024.10.31
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Abstract

The "metaverse" refers to a three-dimensional virtual realm that provides immersive experiences to users through their avatars. In a metaverse, consumers can interact with other users and engage in real-life activities using their avatars. These avatars are visual depictions of the user with realistic or unrealistic animated features. This study investigates how the rendering quality of virtual stores in a metaverse, serially mediated by embodied presence and enjoyment, can increase the use intention of metaverse shopping platforms. Additionally, this study explores how avatar realism moderates relations between the rendering quality and embodied presence. An experimental study was conducted using a between-subjects design to investigate the effect of metaverse media richness through avatar realism (realistic vs. unrealistic). Participants were randomly allocated to view a stimulus, and a total of 205 valid responses were analyzed using AMOS 23.0 and SPSS Process Macro 4.0. The results suggest that the rendering quality has a greater impact on embodied presence, particularly when consumers experience environments featuring realistic avatars. In conclusion, high rendering quality and realistic avatars within the metaverse space enable consumers to experience greater enjoyment and more actively engage with metaverse shopping platforms.

Keywords

Acknowledgement

이 논문은 2022년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2022S1A5B5A16051938).

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