제페토 브랜드 아이템 체험요인이 브랜드 만족 및 구매의도에 미치는 영향분석- 체험경제이론을 바탕으로 -

Abstract

The purpose is to study how the experience of using branded items provided by companies within the Zepeto app on the Meta-verse platform affects brand satisfaction and purchase intentions. For research analysis, 200 users of meta-verse branded items were surveyed, mainly in their teens and 40s. A total of 180 error-free survey results were analyzed through the SPSS 28.0 statistical analysis program. The analysis method was applied to factor analysis and multi-regression analysis As a result, entertainment, educational, and aesthetic experiences, which are experience factors excluding deviating factors, have been shown to have a positive impact on brand satisfaction. Second, the impact of experience factors on the degree of purchase was shown to have positive factors, excluding deviating factors, entertainment, educational, and aesthetic factors. Finally, the impact of brand satisfaction on the degree of purchase was significantly impacted by the analysis. Conclusion it is likely that subsequent research will be needed on whose deviance does not affect brand satisfaction and purchase ability. In other words, the deviance from Zepeto's metaverse world was excluded from the brand item experience because it felt like it was given to the user by the app itself, not as an element of the brand item. Further follow-up studies will also be interesting to analyze the impact of metaverse users on their brand impact.