외식기업의 콜라보레이션 선택속성이 구매의도 및 구전의도에 미치는 영향 연구 - 메타버스 콜라보레이션을 중심으로 -
Food Companies’ Collaboration Selection Attributes on Purchase Intention and Word-of-Mouth Intention - Focusing on Metaverse Collaboration -
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This study examines the impact of collaboration among metaverse platforms and food companies on purchase and word-of-mouth intentions. The purpose of this research is to address the research gap by analyzing how collaboration attributes such as aesthetics, scarcity, uniqueness, and reputation affect consumer behavior. To empirically investigate these relationships, a survey was conducted between July 29 and August 19, 2024, targeting individuals with general metaverse experience. A total of 455 valid responses were collected via Google Forms. Findings indicate aesthetics, scarcity, uniqueness, and reputation significantly influence purchase intention, while aesthetics and uniqueness positively affect word-of-mouth intention. Word-of-mouth intention was also shown to enhance purchase intention, highlighting the importance of consumer interactions in the metaverse setting. This study expands the academic understanding of metaverse applications in the global food industry, emphasizing the need for companies to provide immersive and shareable consumer experiences. It also highlights the possibility of metaverse strategies innovating customer engagement and fostering sustainable growth for food companies.
Abstract
This study examines the impact of collaboration among metaverse platforms and food companies on purchase and word-of-mouth intentions. The purpose of this research is to address the research gap by analyzing how collaboration attributes such as aesthetics, scarcity, uniqueness, and reputation affect consumer behavior. To empirically investigate these relationships, a survey was conducted between July 29 and August 19, 2024, targeting individuals with general metaverse experience. A total of 455 valid responses were collected via Google Forms. Findings indicate aesthetics, scarcity, uniqueness, and reputation significantly influence purchase intention, while aesthetics and uniqueness positively affect word-of-mouth intention. Word-of-mouth intention was also shown to enhance purchase intention, highlighting the importance of consumer interactions in the metaverse setting. This study expands the academic understanding of metaverse applications in the global food industry, emphasizing the need for companies to provide immersive and shareable consumer experiences. It also highlights the possibility of metaverse strategies innovating customer engagement and fostering sustainable growth for food companies.