메타버스 환경에서 MZ세대의 브랜드 경험이 브랜드 이미지와 고객만족에 미치는 영향

초록

As the importance of online virtual space is emphasized due to COVID-19, interest in and use of the metaverse combining virtual and reality is increasing. In the metaverse environment, existing brands are building a brand environment in a virtual space and providing various services to deliver new experiences to customers. This study examines the influence of the brand experience of the MZ generation on brand image and customer satisfaction in the metaverse environment, which has recently been attracting attention, and tried to verify the causal relationship between brand experience, brand image, and customer satisfaction. Furthermore, it is expected that the results of this study will contribute to the revitalization of brands in the metaverse environment and the establishment of marketing strategies suitable for the characteristics of the MZ generation. To examine the brand experience, based on prior research, hypotheses were established by dividing the sensory experience, affective experience, intellectual experience, behavioral experience, and relational experience. 175 questionnaire responses from users who directly experienced the brand Gentle Monster’s Haus dosan store, were analyzed using SPSS 28.0 and AMOS 26.0. The main analysis results of the study are as follows. Among the brand experiences of the MZ generation in the metaverse environment, it was confirmed that sensory experience, affective experience, and relational experience had a positive (+) effect on the brand image. However, it was confirmed that intellectual and behavioral experiences did not significantly affect brand image. Finally, in the metaverse environment, it was found that the brand image had a positive (+) effect on customer satisfaction.

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