• International Journal of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.56-62
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• 2023

In the educational environment of the post-COVID-19 era, metaverse learning, which can improve the disadvantages of online learning and improve learning outcomes, is attracting attention. Metaverse is expected to play an important role as a learning experience platform (LXP) that can provide immersion and experience for learners. In order to successfully introduce and utilize metaverse learning that utilizes the metaverse platform, teachers' knowledge of metaverse-related technologies and pedagogical convergence is important. So far, teacher knowledge for educational use of the metaverse has not been explored. In this regard, this study explored the TPACK (Technological, Pedagogical And Content Knowledge) framework as a teacher's knowledge system for metaverse learning. Based on this, this study designed the class contents of metaverse learning. The results of this study are expected to diffuse the importance of TPACK required for metaverse learning and contribute to the development of teachers' competence.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.4
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• pp.774-792
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• 2024

Unlike traditional retail formats, the metaverse offers diverse shopping experiences, ranging from content that mimics reality to content that transcends reality based on its characteristic of virtuality. This study elaborates on the concept of virtuality within store environments and investigates how the virtuality level of a metaverse store influences consumers' creative consumption by mediating the flow experience. Additionally, it examines the interaction effect of creative product-seeking tendencies and individual characteristics on the relationship between flow experience and creative consumption behavior. A web-based experiment was conducted on young Korean female adults who experienced metaverse shopping. Ninety-one samples were analyzed using exploratory factor and bootstrap analyses with SPSS Macro process Models 4 and 14. The findings demonstrate that store virtuality (low vs. high) increases consumers' purchase intentions of creative fashion items by enhancing their flow toward the shopping experience. Furthermore, the effect of flow experience on creative consumption is strengthened when consumers have low creative product-seeking tendencies. This study contributes to expanding the concept of virtuality in virtual retailing and provides insights for fashion retailers planning to create virtual shopping spaces within the metaverse platform.

• 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.

• 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.

• Fashion & Textile Research Journal
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• v.25 no.5
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• pp.578-592
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• 2023

This study identified and evaluated by deriving and categorizing concepts related to the user experience of metaverse fashion shows using grounded theory, which is a qualitative research method. Based on experiential marketing theory, in-depth interviews were conducted for 14 days with 14 males and females in their 20s and 30s. The research results and contents are as follows: The causal condition was the purpose of using metaverse fashion shows, and the action/interaction strategy caused by such a case was found to be establishing a system for metaverse fashion shows and promoting a positive brand image. The results included content evaluation of satisfaction, normal, or dissatisfaction. The contextual condition was a change in the form of consumption that emphasized experience, while the interventional condition was psychological distance. Based on this, the core category was defined as "consumption patterns that emphasized the purpose of use and experience affects the metaverse fashion shows and psychological distance appeared as a user experience evaluation through the establishment of a system of metaverse fashion shows and the promotion of a positive brand image". User types were classified as active or passive. Active users have the autonomy to select content according to their individual preferences, and accordingly, their experience preference tends to change. In contrast, passive users' preference for the technical quality of content is relatively low, but they have a high concentration of content diversity and audio-visual interest elements.

• Journal of Intelligence and Information Systems
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• v.29 no.2
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• pp.303-321
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• 2023

Metaverse shopping has emerged as a new phenomenon in social commerce. This study aims to investigate the user experience of metaverse stores shopping based on the S-O-R model. The results of the study show that telepresence, entertainment, personalized recommendation, and social interaction have significant positive effects on flow experience and satisfaction in metaverse shopping. Additionally, satisfaction and flow experience are shown to have significant positive effects on user intentions. This study provides valuable implications for the design and management of metaverse stores to improve user experience and increase user intention.

• Journal of Korea Society of Digital Industry and Information Management
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• v.20 no.2
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• pp.75-89
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• 2024

The demand for metaverse is increasing rapidly due to the development of 3D information technology and the pandemic situation caused by COVID-19. Small and medium-sized enterprises(SMEs) are also in increasing demand for metaverse in the community, meetings, and customer services of their employees. Based on the UTAUT model, this study investigated the acceptance of the Metaverse-type information system(IS) by employees of SMEs. Using the responses from 170 SMEs employees, we conducted the regression analyses SMEs employees' usage intention on Metaverse-type IS. The results of the research analyses were as follows. First, among the variables of the UTAUT model, performance expectations, social influence, and promotion conditions had a significant effect on the intention to use. Second, among the variables derived from the industrial specificity of Metaverse-type IS, only individual innovation had a significant influence on the intention to use. Last but not least, in the relationship between the intention to use Metaverse-type IS and the influencing factors, only individual innovation was significant in the moderating effect according to past metaverse use experience.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.217-227
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• 2023

With the advent of the metaverse era, understanding individuals who engage in metaverse activities has become an important task for businesses and marketing practitioners. This study aimed to compare the socio-demographic and personality factors of metaverse non-users and users, and to ascertain the impact of these individual characteristics on use of metaverse. Cross-sectional data from 9,686 respondents aged 13 and above that extracted from the 2022 Korean Media Panel Survey were analyzed, revealing significant differences between metaverse non-users and users in terms of gender, age, education level, income level, marital status, employment status, openness to experience, extraversion, and conscientiousness. Gender, age, openness to experience, and neuroticism influenced the possibility of metaverse use. Age, education level, and openness to experience were found to impact the extent of metaverse use. These findings are expected to serve as foundational insights for businesses and marketing practitioners aiming to formulate strategies in utilizing the metaverse.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.587-594
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• 2023

The purpose of this study is to examine the factors influencing the intention to use the Metaverse from various angles based on the Extended Technology Acceptance Model and Value-based Adoption Model. Specifically, we examined whether there is a difference in perception of the Metaverse and in factors affecting the intention to use the Metaverse between the Metaverse experienced and non-experienced. For this purpose, the variables were classified into the technical characteristics of the Metaverse (interactivity, content quality), perceived benefits (perceived usefulness, perceived enjoyment), and perceived sacrifices (perceived risk, perceived complexity) and a survey was conducted with university students. The findings of this study indicate that the perceived interactivity, usefulness, and enjoyment of the Metaverse had a major impact on the intention to use the Metaverse for those without Metaverse experience, whereas enjoyment of the Metaverse had the greatest impact on the intention to use the Metaverse for those with Metaverse experience. Based on the study results, we provided marketing strategy implications for continuous growth and development of the Metaverse industry.

• 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.