메타버스 환경에서 아바타 가상 피팅 서비스가 고객경험과 재사용의도에 미치는 영향

초록

As the importance of online virtual space increases due to COVID-19 and the importance of virtual space utilization technology increases, the transition to the metaverse era, a platform that combines virtual and reality, is accelerating. In a metaverse environment where virtual and reality interact, relationships are formed through avatars representing users, and interest in avatar virtual fitting services has increased. Therefore, in this study, the purpose of this study was to examine the effect of the characteristics of the avatar virtual fitting service on customer experience and reuse intention in the metaverse environment. In the metaverse environment, the characteristics of the avatar virtual fitting service were divided into connectivity, aesthetics, interactivity, and playfulness based on factors related to technology acceptance and metaverse characteristics. The questionnaire responses of 221 people who experienced the avatar virtual fitting service on ZEPETO, one of the platforms, were used. Statistical analysis was conducted using SPSS and AMOS programs, and as a result of the analysis, it was confirmed that some of the characteristics of the avatar virtual fitting service affect customer experience (affective experience, cognitive experience, relational experience) and reuse intention. Additional analysis revealed that some of the characteristics of the metaverse avatar virtual fitting service affect reuse intention through customer experience. Therefore, in this study, the theoretical implications of verifying the relationship between the characteristics of the avatar virtual fitting service, customer experience, and re-use intention in the metaverse environment, and what more is needed for the activation of the metaverse platform were examined. In this study, we want to confirm the direction of how the avatar's virtual fitting service should be provided and utilized in order to be beneficial, and to provide practical implications.

키워드