블랙핑크 신한복 패션을 중심으로 메타버스 플랫폼 한복 아이템 선호도와 구매요인에 관한 연구

Abstract

This study examined how metaverse users perceive Korean traditional culture and what motivates them to purchase items. It specifically focused on user preferences and factors influencing hanbok purchases on the Zepeto metaverse platform. The data was collected by surveying Zepeto users, and the survey was conducted twice in 2023 and 2024. The study revealed that hanbok items' unique designs, colors, and patterns positively affected consumers' purchase intentions. In addition, this study's results found that the influence of Hallyu idols and popular Korean cultural icons, such as the K-pop group Blackpink, significantly increased the preference for hanbok items. The data analysis from the survey of Zepeto users notably indicated that the number of buyers who recognize the hanbok, a traditional Korean costume, has increased within a year. Other responses suggested that the pursuit of fun drives consumers' consumption behavior. The repeated surveys indicate a shift in consumer recognition and attitudes towards hanbok, showing a decrease in those who reject hanbok merely as traditional attire and an increase in acceptance and curiosity about its cultural significance. This shift is likely influenced by innovative marketing strategies and particularly the digital representation of hanbok in the metaverse, which align with the interests and consumption patterns of younger generations. These findings underscore the potential of digital platforms to transform the appreciation of traditional cultures in contemporary settings, making traditional garments like hanbok more relatable to a global consumer. The indirect experience of hanbok through the metaverse was progressively considered a more appropriate experience to promote the positive perception of hanbok, as it can reduce the negative factors of direct experience. This study demonstrates how consumers in the digital age respond to traditional elements and how the modern reinterpretation of conventional hanbok using new technologies, such as the metaverse, can be perceived in the global market.