Earticle

초록

영어

This study examines how varying degrees of fidelity in key metaverse elements―avatars, environmental space, and branded products―affect consumer responses within metaverse-based consumption contexts. A survey was distributed to metaverse users from general participants in South Korea. We conducted three experimental studies to test the role of avatar, environmental space and branded products. By distinguishing between the categories of metaverse implementation, we found that real world based-features lead to a more positive consumer response in each setting. This study categorizes the metaverse spaces consumers currently engage with into two primary types: reality-based and virtual-based environments. By distinguishing between these two environments, this study seeks to understand which aspects of metaverse features lead to a more positive consumer response in each setting.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Metaverse Platforms’ Role in Brand Communications with Brand Cases
Ⅲ. Literature Review and Conceptual Framework
3.1. Understanding Metaverse and Consumer Experience through the Lens of Self-Presentation Theory
3.2. The Role of Fidelity in Shaping Consumer Experiences in the Metaverse
3.4. Conceptual Framework
Ⅳ. Experimental Studies and Results
4.1. Study 1: Avatar Fidelity and Consumer Response in the Metaverse
4.2. Study 2: Environmental Place Fidelity and Consumer Response in the Metaverse
4.3. Study 3: Product Fidelity and Consumer Responses in the Metaverse
Ⅴ. General Discussions
5.1. Theoretical Implications
5.2. Practical Implications
5.3. Limitations and Future Research
Acknowledgements

저자

• Mina Jun [ Assistant Professor, Division of Business Administration, Sookmyung Women’s University, South Korea ]
• Miyea Kim [ Assistant Professor, Department of Business Administration, Changwon National University, South Korea ] Corresponding Author
• Jeongsoo Han [ Associate Professor, Business School, Middlesex University Dubai, UAE ]

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