웹 기반 XR 플랫폼 속 브랜드 체험이 집중과 만족도에 미치는 영향
The Effect of Brand Experience in Web based XR on Engagement and Satisfaction
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최근 들어 국내외 기업들은 자사의 브랜드를 메타버스 플랫폼에서 다양하게 체험할 수 있도록 노력하고 있지만 플랫폼 내에서 아바타가 경험할 수 있는 브랜드 체험을 유형화한 연구는 부족했다. 물론 일부 연구에서는 메타버스 플랫폼 속 브랜드 체험을 유형화하기 위한 시도가 있었으나 대부분 경험경제 관점에서 접근하고 있을 뿐 실감경제 관점에서 브랜드 체험을 논의한 연구는 상대적으로 부족했다. 또한 메타버스 플랫폼은 몰입형 기술에 근거하고 있지만 몰입형 기술에 대한 논의 역시 경영학 및 사회과학 분야에서는 부족했음을 발견했다. 본 연구는 경험경제 관점이 아닌 실감경제 관점에서 웹 기반 XR 플랫폼에서 사용자(아바타)가 경험할 수 있는 브랜드 체험을 유형화하고 집중과 만족도에 미치는 영향력을 검증하는 것이 목적이다. 본 연구의 연구결과는 다음과 같다. 첫째, 웹 기반 XR 플랫폼 속 브랜드 공간에서 사용자들은 탐색, 오락, 교류, 그리고 구성 체험을 경험할 수 있음을 밝혔다. 둘째, XR 플랫폼 속에서 사용자들은 오락 체험이 가장 높았으며 탐색, 구성, 그리고 교류 체험 순으로 경험을 하게 됨을 발견했다. 셋째, XR 플랫폼 속 브랜드 체험 중 오락, 교류, 그리고 구성 체험이 집중도를 높여주는 것으로 나타났다. 마지막으로 XR 플랫폼 속 브랜드 체험 중 탐색, 오락, 그리고 구성 체험이 만족도를 높여주는 것으로 나타났다. 이상의 논의에 근거해 학술적, 실무적 시사점을 제안했다.
Abstract
Extended reality (XR) platforms can lead the immersive economy beyond the experience economy. XR is related to a real–virtual continuum that facilitates virtual elements being introduced into real spaces through AR or placing real behaviors in virtual spaces through augmented virtuality. Thus, these XR technologies are defined as immersive technologies where people behave as if the technological space is a real space. Although users appear to derive experiences from the escapism and enjoyment that retailers provide in virtual stores, discussion about this are relatively sparse. This study aims to conceptualize the brand experience that users’ avatars can experience on an XR platform and affect to engagement and satisfaction. This research demonstrates that brand experience in XR can be broken down into four dimensions that are differentially evoked by various brand spaces in XR: search, entertainment, relations, and assembly. And brand experience in XR can affect not only engagement judgments but also satisfaction. As discussed above, This research suggested that the brand experience that users have at the boundary between the physical and virtual worlds may differ from brand experience in the physical world. In this study, it is expected that meaningful implications can be proposed in that it attempts to derive a brand experience based on an immersive economy.
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