• Journal of Information Technology Applications and Management
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• 제30권2호
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• pp.45-57
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• 2023

Efforts to build metaverse platform services and expand profit structure are developing in a more realistic direction. The metaverse, which has been centered on 'creation and economy' and 'discovery', will evolve into an 'experience' metaverse, creating tangible business effects where satisfaction with the user experience leads directly to purchase. In this paper, the condition of the avatar used as a medium of economic activity between the metaverse platformer and the user and the business utilization plan were sought. In addition, a new 'metaverse business model' was proposed based on 'experience, discovery, creation and economy', and in particular, it was intended to lay the foundation for the experience metaverse to further develop in the form of 'business experience'. In addition, a survey was conducted on the 'application of metaverse service and avatar' targeting the MZ generation, the main customer base of the current metaverse service. In order to provide a service that satisfies the user, it was concluded that the appearance of the avatar needs to be changed according to the purpose and function. Accordingly, we propose an 'selective switch mode' that can change the avatar's appearance at the desired timing according to the 'experience' and 'purchase purpose' of each metaverse service area. In addition, by strategically utilizing the 'Digilog' psychology, we believe that it will be possible to promote the influx of new users while increasing the loyalty of existing users to the platform. Through the establishment of 'avatar purchase system' by 'selective switch mode' and 'avatar decorating system' by 'digilog' strategy, the experience metaverse, which has been focused on 'digital twin experience' so far, is As it develops into 'business experience', it is expected that the user experience can be further satisfied.

• 유통과학연구
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• 제19권11호
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• pp.81-90
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• 2021

Purpose: The purpose of this research is that Metaverse platforms' UXBDI can be distinguished among Metaverse platform channel types. Metaverse platform represents a collective term signifying services that include augmented reality, lifelogging, mirror worlds, and virtual worlds. User Experience-Based Design Innovativeness (UXBDI) is characterized by novelty in product design and services that satisfy user experience. This study examined the effect of Metaverse platforms' UXBDI on user-Metaverse platform relationships. Research design, data and methodology: Metaverse platform users were selected as samples, and a marketing research institution known as a panel company conducted the survey. It used multiple regression to test the impact on platform identification and commitment based on a survey of 442 South Korean respondents. Results: The research confirmed that UXBDI sub-dimensional scales of attractiveness and interaction increased user-Metaverse platform identification and commitment. Also, a Metaverse platform identity increased user-Metaverse platform identification in virtual and mirror worlds. Conclusion: This study contributes to multiple academic fields. First, the UXBDI of Metaverse platforms appears to be a key component of ongoing user-Metaverse relationships. Second, UXBDI affects relationships differently based on the Metaverse platform type.

• 스마트미디어저널
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• 제13권2호
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• pp.156-164
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• 2024

물리적 공간과 디지털 공간의 결합인 메타버스는 초연결적, 초실감적 서비스를 기반으로 많은 소비자들에게 이전과 다른 탐색, 평가, 소비 그리고 처분의 과정을 제공하고 있다. 따라서 시공간을 초월한 새로운 형태의 디지털 공간인 메타버스 안에서 고객들이 다양한 활동을 수행할 때, 어떠한 감각적 경험을 느끼게 되고 이러한 경험이 고객들의 행동적 반응에 어떻게 영향을 미치는가를 살펴볼 필요가 있다. 본 연구에서는 의료관광 서비스를 경험하는 고객들이 메타버스 체험 여정에서 느끼는 메타버스 서비스 환경의 시간적, 정서적 경험을 고려하였다. 연구결과 메타버스를 통한 정서적 경험은 메타버스 체험의 강도가 깊어질수록 고객만족과 고객충성도에 더 긍정적인 영향을 미치는 것으로 나타났다. 특히, 메타버스 서비스 종료 시점에서의 정서적 경험은 이후 재구매 행동에도 긍정적 영향력이 있음을 확인하였다. 이러한 결과는 현실 세계에서처럼 메타버스에서의 고객경험은 고객들의 사후적 행동을 이해하는 데 중요한 통찰력을 제공해 주며, 서비스 제공자들이 메타버스 환경에서 효과적인 고객경험 전략을 어떻게 개발하고 구현할 것인가에 대한 의미 있는 시사점을 제공하고 있다.

• 한국정보시스템학회지:정보시스템연구
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• 제32권3호
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• pp.19-39
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• 2023

Purpose This study aims to identify user experience factors that can enhance both metaverse utilization and satisfaction based on the honeycomb model. For this we presented two research questions: first, what are the experience factors of metaverse users? Second, do metaverse user experience factors impact satisfaction? Design/methodology/approach To address these questions, a mixed-methodology approach is employed, including text mining techniques to analyze online reviews and quantitative econometric analysis to reveal the relationship between user experience factors and satisfaction. A total of 69,880 reviews and ratings data were collected. Findings The analysis revealed eight metaverse user experience factors: entertainment, operability, virtual reality, immersion, economic activity, visual performance, avatar, and sociality, all of which were found to have a positive impact on user satisfaction.

• 한국문헌정보학회지
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• 제57권2호
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• pp.293-319
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• 2023

As libraries strive to improve their services, many have expressed interest in implementing new technologies. One such technology is metaverse, a virtual-reality space that enables social activities using avatars. However, implementing this technology can be challenging when many librarians are unfamiliar with the concept. This study aimed to investigate how librarians' prior experiences with metaverse influence their expectations and potential use of the technology in libraries. Interviews with a total of 18 librarians were conducted. The study findings reveal that librarians had different conceptualizations of metaverse, regardless of prior experience. However, librarians had different thoughts on the potential use of metaverse for libraries dependent on prior experience. Regarding thoughts on potential use, the librarians who had non-experience running metaverse programs suggested ideas in expanding and trying out new services within metaverse. The librarians who had experience running metaverse programs, on the other hand, suggested focusing on transferring the existing services that are currently being provided in the library to metaverse.

• Journal of Smart Tourism
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• 제3권1호
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• pp.23-34
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• 2023

Prior research on Extended Reality (XR) has been a starting point for the development of the Metaverse. It is also a concern for researchers in the tourism field since it can enhance the tourist experience. Metaverse Tourism provides a virtual experience of the tourism destination for the users. It is potentially developed and predicted to be the future of tourism, enhancing the tourist experience through communication between humans and avatars and providing a new option for tourists to enjoy leisure activities. Recently, discussion on Metaverse tourism is still emerging, with some open talks from researchers in the intersections between information technology and tourism. This study extends prior studies by proposing six Metaverse tourism elements and categorizing them into core and supporting elements. Then, we analyze the consequences of those elements on the Tourism Experience Journey to enhance each stage with different characteristics. This study can contribute to continuing recent dialogues among scholars on how Metaverse can be applied in the tourism sector by proposing six elements that should be considered in developing and creating Metaverse services.

• 한국BIM학회 논문집
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• 제13권2호
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• pp.16-28
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• 2023

The concept of the Metaverse has been around not only for play but also for daily use. The interest in Metaverse is increasing, and various industries such as medicine, media, and financial started to use the new technology for diverse purposes. In addition, interest in the Metaverse is increasing in the architectural industry, but not much research has been done yet. Recently, some studies started to study focusing on the architectural design of Metaverse and the technological characteristics of Metaverse. However, there are limited studies about the utilization of the Metaverse in the architectural design process or construction process. From this perspective, the study aims to analyze the applicability of the Metaverse in the architectural design process through Metaverse case studies. In order to accomplish the research goal, the study classified user experience and technology of Metaverse in the literature review and Metaverse use in other industries such as commercial, medical, media entertainment, and construction industry. Then, this study analyzes six representative Metaverse platforms according to the application of Metaverse in the architectural design process. Finally, this study discussed the future direction and potential of Metaverse application in the Architectural design process.

• 패션비즈니스
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• 제27권1호
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• pp.36-49
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• 2023

This study investigated effects of metaverse experience on avatar fashion item benefit sought and the impact of fashion item benefit sought on fashion item purchase behavior. An online survey was carried out in the last year targeting male and female consumers aged 15 to 39 years who had purchased avatar fashion items from 'Zepeto'. A total of 363 responses were analyzed in this study. Results are as follows. First, four factors of metaverse experience were derived: 'entertainment experience', 'escape experience', 'adventure experience', and 'relationship experience'. Four factors of avatar fashion item benefit sought were derived: 'trend/brand sought', 'situation suitability sought', 'individuality sought', and 'ideal appearance sought'. Second, all four factors of metaverse experience were found to significantly affect the benefit of trend/brand sought. It was found that entertainment, adventure, and relationship experiences, excluding escape experiences, had significant effects on situational suitability sought. In addition, it was confirmed that entertainment and adventure experiences had significant effects on individuality sought and ideal appearance, respectively. Third, it was found that the trend/brand sought had a significant effect on metaverse usage time and purchase amount and that the situational suitability sought influenced the number of avatar fashion items purchased.

• 한국의류학회지
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• 제48권1호
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• pp.82-93
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• 2024

This study confirms how brand experiences perceived by consumers in the metaverse affect their pleasure and behavioral intentions (intention to use the platform, and purchase the virtual product). The results of this study are as follows. First, consumers have sensory, affective, behavioral, and intellectual experiences while interacting with fashion brands in the virtual space of the metaverse. Second, in the metaverse, consumers experience pleasure when they have various brand experiences including those mentioned above. Third, the pleasure gained through consumers' brand experiences has a positive effect on their behavioral intentions, including their intentions to use the platform and purchase the virtual product in the metaverse. This study is academically meaningful in strengthening brand experience-related research and expanding into the metaverse context through empirically verifying the influence of consumers' brand experiences on pleasure in the metaverse. Also, related fashion companies will be able to use the results of this study to strategically create consumers' sensory, affective, behavioral, and intellectual experiences to elicit pleasant emotions from consumers in the virtual space of the metaverse.

• 사물인터넷융복합논문지
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• 제8권5호
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• pp.99-109
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• 2022

본 연구의 목적은 메타버스를 활용한 체험경제 요인이 신기술을 반영한 광고 수용의도에 미치는 영향을 검증하는 것이다. 연구대상은 G광역시와 J도에 소재하며 메타버스 경험자를 대상으로 하였고, 설문조사는 2022년 8월 1일부터 9월 10일까지 비대면으로 150명이 참여하였다. 분석방법은 빈도분석, 요인분석, 신뢰도분석, 상관관계분석, 다중회귀분석, 3단계 매개회귀분석으로 하였다. 결론은 다음과 같다. 첫째, 메타버스 체험이 광고 수용의도에 미치는 영향력은 관계적 체험, 교육적 체험, 일탈적 체험 순으로 나타났다. 둘째, 메타버스의 관계적 체험과 교육적 체험은 메타버스 유용성을 부분매개로 하여 광고 수용의도에 영향을 미치는 것으로 나타났다. 셋째, 메타버스의 관계적 체험과 교육적 체험은 메타버스 현존감을 부분매개로 하여 광고 수용의도에 영향을 미치는 것으로 나타났다. 또한 메타버스의 일탈적 체험은 메타버스 현존감을 완전매개로 하여 광고 수용의도에 영향을 미치는 것으로 나타났다. 넷째, 메타버스의 일탈적 체험은 메타버스 사용용이성을 완전매개로 하여 광고 수용의도에 영향을 미치는 것으로 나타났다. 이러한 연구를 통하여 메타버스의 다양한 플랫폼을 활용한 광고 시장에서 새로운 플랫폼 구축에 기여하길 기대한다.