• Journal of Internet of Things and Convergence
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• v.8 no.5
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• pp.99-109
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• 2022

The purpose of this study is to verify the effect of experiential economy factors using metaverse on the intention to accept advertisements reflecting new technologies. The subjects of this study were those located in G Metropolitan City and J Province, and those who experienced metaverse. From August 1 to September 10, 2022, 150 people participated in the survey without face-to-face. Analysis methods were frequency analysis, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and three-step mediated regression analysis. The conclusion is as follows. First, the influence of metaverse experience on advertisement acceptance intention was shown in the order of relational experience, educational experience, and escapist experience. Second, it was found that the relational and educational experiences of metaverse partially mediate metaverse usefulness and affect the advertisement acceptance intention. Third, it was found that the relational and educational experiences of the metaverse partially mediate the metaverse presence and affect the advertisement acceptance intention. Also, it was found that the metaverse's escapist experience completely mediates the metaverse's presence and affects the advertisement acceptance intention. Fourth, it was found that the escapist experience of metaverse completely mediates the ease of use of metaverse and affects the advertisement acceptance intention. It is expected that this study will contribute to the construction of a new platform in the advertising market using various platforms of metaverse.

• Science of Emotion and Sensibility
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• v.26 no.2
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• pp.53-66
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• 2023

In recent times, more fashion brands have been seeking ways to use metaverse platforms, in which users can actively participate, as their new brand touch-points. This study aims to compare the brand experiences of the fashion brand Gentle Monster's offline store and its equivalent metaverse store. By changing the order of offline and metaverse visits, two groups participated in the field study that allowed them to experience directly the offline and metaverse stores. As a result of the analysis, the following findings were discovered: (1) In the overall experiential response, the frequency of sensory modules responding to new information was much higher than that of feeling experiences; (2) Experiential responses were more active in the offline store where the subjects could touch and use products directly rather than in the metaverse; (3) Among the four types of theme space, the experiential response was the most frequent in the product space; (4) The first group that visited the metaverse store before the offline store showed a more active experience than the second group that visited the offline store first. Finally, the results of this study show that metaverse brand stores in virtual space not only provide differentiated experiences beyond the spatiotemporal constraints of real space but can also be used as a strategic tool to make offline store experiences more meaningful and rich.

• Journal of the Korea Society of Computer and Information
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• v.28 no.8
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• pp.187-194
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• 2023

Recently, a lot of discussions are underway in the field of introducing new technologies about the rapidly growing metaverse. However, the degree of acceptance of metaverse users at the beginning of the introduction is different from expectations, so research should be conducted for the continuous use of current real users and service success. In this study, we would like to investigate the relationship between four experience factors according to Metaverse's experiential economy theory, and perceived value and intention to continue use. A survey was conducted on metaverse real-life veterans, and 177 questionnaires were finally analyzed. The collected data were empirically analyzed using SPSS 25.0 and AMOS 21.0. As a result; First, it was found that all the experience factors of the metaverse had a positive effect on the perceived value. Second, all of the experience factors of metaverse were found to have a positive effect on the intention to continue use. Third, perceived value was found to have a positive effect on the intention to continue use. Based on the analysis results, the implications and limitations of this study were presented. Based on the analysis results, metaverse should provide and develop various experience factors differentiated from reality to users. In addition, providing an experience environment and value that metaverse users can perceive will increase users' intention to continue using it.

• Smart Media Journal
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• v.12 no.7
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• pp.84-92
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• 2023

This study tested the hypothesis through confirmatory factor analysis to confirm the relationship between Brand experiences (Deviant, Entertainment, and Aesthetic experiences) in Metaverse on Interest and Immersion, and to verify whether these Interests and Immersion have a significant impact on Recommendation intention. As a result of the study, it was confirmed that all Brand experience factors had a positive (+) effect on Interest and Immersion, Interest had a positive (+) effect on Immersion, and Interest and Immersion had a positive (+) effect on Recommendation intention.

• Smart Media Journal
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• v.12 no.9
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• pp.38-44
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• 2023

In this paper, a blockchain-based platform of NFT(Non-Fungible Token) reports was proposed to ensure the reliable performance contents of field study trip. It is possible to identify and manage the personal multi biomeric authentication user ID of activity records for students in a mobile IP-based metaverse with the linkage of extended reality(XR). At this time, many quests and incentives of platform are provided to induce students to experience smart and fun field studying facilities by linking real trip experiences and virtual extended_reality studies in the metaverse interworking.

• Journal of the Korean Institute of Landscape Architecture
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• v.51 no.4
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• pp.16-30
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• 2023

As the concept of metaverse has received great attention, interest in metaverse related to landscape architecture is also increasing. The aim of this research is to understand the potential and tasks of applying metaverse in the field of landscape architecture by analyzing the user experience of a metaverse platform. The object of the research is Meta-Everland built in the Roblox platform, which has the most users among landscape architectural metaverses in Korea. NPS of 30 users who have been to Everalnd was investigated after using Meta-Everland with interviews. NPS before the metaverse experience was -16 and NPS after the experience was -24. This result means that the promotion level was lowered after the experience of the metaverse. There were three causes of lowered NPS: lack of users, low-quality graphics and interface, and lack of content. The factor of lack of users was the result of the other two problems. The factor of low technical quality is hard to be improved in a short period of time. Therefore, the main task to improve the metaverse is developing better metaverse content related to landscape architecture. It is more appropriate to develop metaverse-specific content rather than improve reality issues. Applying AR and VR devices, enhancing communication function, and developing potential as a simulation device are needed to be considered.

• Journal of Industrial Convergence
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• v.20 no.11
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• pp.185-190
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• 2022

Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.6
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• pp.109-117
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• 2023

Recently, interest in metaverse, which creates new value in the real world, has increased. In order to make it easy to experience such a metaverse, we have developed an experiential metaverse AR game in which users take the lead in exploring the environment and enjoying content based on landmarks. Important features of the metaverse include connectivity with the real world, interactivity, and digital currency. The game seeks to extend daily life through AR and satisfies interaction through real-time chat and team competition. Finally, digital currency is built through a store system. It is implemented as a mobile game and can be accessed at any time if there is a smartphone, increasing accessibility.

• Smart Media Journal
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• v.13 no.2
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• pp.156-164
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• 2024

The Metaverse as a combination of physical and digital space, provides many consumers with a different process of search, evaluation, consumption, and disposal than before, based on hyper-connected and hyper-realistic services. Therefore, it is necessary to examine what kind of sensory experiences customers feel when performing various activities in the Metaverse and how these experiences affect customers' behavioral responses. This study measured the temporal and emotional experience of the Metaverse service environment felt during the Metaverse experience journey of customers experiencing medical tourism services. The results of the study showed that the emotional experience through Metaverse had a more positive impact on customer satisfaction and customer loyalty as the intensity of the Metaverse experience deepened. In particular, it was confirmed that the emotional experience at the end of the Metaverse service had a positive influence on repurchase behavior. These results show that, just as in the real world, customer experience in the Metaverse can provide important insight into understanding customers' post purchase behavior and how service providers can develop and implement effective customer experience strategies in the Metaverse environment.

• Proceedings of the Korea Information Processing Society Conference
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• 2024.05a
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• pp.854-855
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• 2024

디지털 기술의 발전과 메타버스의 성장은 2021년을 전후로 전 세계적인 주목을 받았다. 이러한 트렌드는 게임과 소셜 서비스를 넘어 다양한 산업 분야에 영향을 미치고 있다. 관광 산업 또한 메타버스의 활용 가능성에 주목하며, 이를 통해 새로운 경험과 가치를 제공하려는 노력을 기울이고 있다. 본 연구는 메타버스 기반 관광지 추천 서비스를 통해 관광 산업 내에서 메타버스의 발전 방향성을 제시하며, 특히 한국의 주요 관광지인 서울과 제주의 랜드마크들을 중심으로 한 가상 관광 체험과 사용자 맞춤형 관광지 추천 서비스를 강조한다. 이를 통해 메타버스가 관광 산업에 어떻게 기여할 수 있는지를 탐구한다.