메타버스 플랫폼에서 패션아이템 쇼핑이 플랫폼 지속사용에 미치는 영향

초록

The metaverse is considered a key means of securing profits in various industries. To gain competitiveness in the metaverse market, companies need to understand its characteristics and make efforts to improve them. This study aims to analyze consumer behavior that leads to continued service usage in the metaverse, focusing on the influence of a sense of realism in virtual commerce on fashion item purchases and intention to continue using the platform. The study conducted a survey targeting the MZ generation (aged 20-30) and analyzed the data using SPSS 27.0 and PROCESS MACRO ver. 4.2. The analysis results revealed significant correlations among sense of realism, usage habits, intention to purchase items, and intention to continue using the platform. Furthermore, a mediating effect of usage habits and intention to purchase items was confirmed in the relationship between sense of realism and intention to continue using the platform. The study found that the more users perceive the metaverse situation as realistic, the more they develop habitual usage of the service, and unconscious and repetitive platform usage habits positively influence intention to purchase items and intention to continue using the platform. This research is expected to provide important implications for understanding consumers who want to purchase fashion items in the virtual world and finding out the positive impact of providing fashion products on the platform to the fashion industry.

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