외식기업 메타버스의 아바타 동일시와 브랜드 체험이 브랜드 태도와 행동의도에 미치는 영향에 관한 연구 - 제페토(Zepeto)를 중심으로-
A Study on the Impact of Avatar Identification and Brand Experience in the Metaverse on Brand Attitude and Behavioral Intention in the Restaurant Industry - Focusing on Zepeto -
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This study explores how the metaverse, a virtual reality space, is utilized as a marketing tool in the food service industry. It focuses on understanding the relationship between users' identification with their avatars in the metaverse and how this affects brand experiences on metaverse platforms, which in turn influences brand attitude and behavioral intentions. Three companies were selected for this study. An online survey was conducted with 260 participants using the ZEPETO metaverse platform, and the data were analyzed using SPSS 24.0. The findings reveal that avatar identification positively affects brand experience, which subsequently has a positive impact on brand attitude and behavioral intentions. These results suggest that metaverse-based brand experiences can effectively shift consumer perceptions and encourage favorable behaviors toward the brand. Therefore, it is recommended that food service companies design metaverse brand experiences that actively promote avatar identification. This study provides valuable insights for companies looking to implement effective marketing strategies in the metaverse.
Abstract
This study explores how the metaverse, a virtual reality space, is utilized as a marketing tool in the food service industry. It focuses on understanding the relationship between users' identification with their avatars in the metaverse and how this affects brand experiences on metaverse platforms, which in turn influences brand attitude and behavioral intentions. Three companies were selected for this study. An online survey was conducted with 260 participants using the ZEPETO metaverse platform, and the data were analyzed using SPSS 24.0. The findings reveal that avatar identification positively affects brand experience, which subsequently has a positive impact on brand attitude and behavioral intentions. These results suggest that metaverse-based brand experiences can effectively shift consumer perceptions and encourage favorable behaviors toward the brand. Therefore, it is recommended that food service companies design metaverse brand experiences that actively promote avatar identification. This study provides valuable insights for companies looking to implement effective marketing strategies in the metaverse.