가상패션플랫폼 사용자 경험이 몰입경험을 통해 소비자 구매행동에 미치는 영향
The Impact of Virtual Fashion Platform User Experience on Brand Support and Consumer Purchasing Behavior through Immersive Experience
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초록
디지털 기술의 발전은 전통적인 산업과 소비 방식에 혁신을 가져왔으며 이러한 맥락에서 가상패션플랫폼 사용자경험이 고객 몰입을 통해 구매의도에 미치는 영향에 대해 분석하였다. 연구 결과, 가상패션플랫폼 사용 경험 특성은고객의 몰입과 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 나아가 고객의 몰입은 직접적으로 구매의도와연결되는 것으로 나타났다. 또한 고객의 몰입은 VFP 사용 경험 특성이 구매의도에 미치는 영향 관계를 매개하는것으로 나타났다. 본 연구는 디지털 경제 시대에 가상패션플랫폼 적용이 브랜드와 소비자 간의 관계를 어떻게 혁신 적으로 변화시키는지 기업들이 시장에서의 경쟁력을 유지하고 향상시키기 위한 전략을 수립하는 데 중요한 기초자료를 제공한다.
Abstract
The development of digital technology has revolutionized mobile devices, causing users to place a higher value on aesthetics and design convenience. In this context, this study analyzed the impact of the virtual fashion platform user experience on purchase intention through customer immersion. The results revealed that the experience characteristics of using virtual fashion platforms positively influenced customer immersion and purchase intention. Furthermore, customer immersion was found to be directly linked to purchase intention. Additionally, customer immersion mediated the influence of VFP user experience characteristics on purchase intention. This study provides important basic data for companies to establish strategies for maintaining and improving their market competitiveness by examining how the application of virtual fashion platforms innovatively changes the relationships between brands and consumers in the digital economy era.
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