메타버스를 활용한 게임화된 브랜드 경험이 사용자의 구매의도와 브랜드 태도에 미치는 영향: 사용자 간 상호작용의 조절효과 분석

초록

Advance in network technology, device technology, and the contacless trend brought on by the COVID-19 pandemic are shifting consumers’ living radius from offline to online, and further to metaverse, where they can have more diverse experiences without time and space restrictions. In line with these trends, companies are implementing various marketing and distribution strategies using metaverse. In this regard, this study focused on experiential marketing of brands that were mostly applied base on reality in context of the metaverse as a new marketing channel. Based on previous research on online and offline brand experiences, brand experiences using the metaverse were studied. In particular this study utilized gamification, which is easily applicable to various fields and has been proven to be effective. In other words, focusing on the gamified brand experience, the influence of the brand experience that users feel within the metaverse was revealed. This study focused on gamification in terms of game experience, which has been studied relatively little, rather than gamification of the game techniques such as rewards and levels. To test the research medel proposed in this study, participants were asked to experience 7-Eleven’s virtual store on Play Together, one of the metaverse platforms, before being surveyed. The results of the study showed that four factors of the gamified experience had a significant effect on the brand experience in the metaverse. Subsequently, it was confirmed that the positive brand experience in the metaverse had a significant effect on user’s revisit intention, purchase intention, and brand attitude. However, the effect of interaction between users, one of the characteristics of the metaverse, on brand experience and revisit intention was not significant. These results will be effective reference materials for establishing new marketing strategies for companies that want to enter the metaverse.

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