메타버스 패션쇼 이용자 경험 평가에 관한 근거 이론 연구 - 번 슈미트의 체험 마케팅을 중심으로 - (An Analysis of User Experience of Metaverse Fashion Shows Based on Grounded Theory - Focusing on Schmitt's Experiential Marketing -)

서지정보

· 발행기관 : 한국의류산업학회
· 수록지 정보 : 한국의류산업학회지 / 25권 / 5호 / 578 ~ 592페이지
· 저자명 : 이민지, 이정민, 신은정

초록

This study identified and evaluated by deriving and categorizing concepts related to the user experience ofmetaverse fashion shows using grounded theory, which is a qualitative research method. Based on experiential marketingtheory, in-depth interviews were conducted for 14 days with 14 males and females in their 20s and 30s. The researchresults and contents are as follows: The causal condition was the purpose of using metaverse fashion shows, and theaction/interaction strategy caused by such a case was found to be establishing a system for metaverse fashion shows andpromoting a positive brand image. The results included content evaluation of satisfaction, normal, or dissatisfaction. Thecontextual condition was a change in the form of consumption that emphasized experience, while the interventional con-dition was psychological distance. Based on this, the core category was defined as “consumption patterns that emphasizedthe purpose of use and experience affects the metaverse fashion shows and psychological distance appeared as a userexperience evaluation through the establishment of a system of metaverse fashion shows and the promotion of a positivebrand image”. User types were classified as active or passive. Active users have the autonomy to select content accordingto their individual preferences, and accordingly, their experience preference tends to change. In contrast, passive users’preference for the technical quality of content is relatively low, but they have a high concentration of content diversityand audio-visual interest elements.

영어초록

This study identified and evaluated by deriving and categorizing concepts related to the user experience ofmetaverse fashion shows using grounded theory, which is a qualitative research method. Based on experiential marketingtheory, in-depth interviews were conducted for 14 days with 14 males and females in their 20s and 30s. The researchresults and contents are as follows: The causal condition was the purpose of using metaverse fashion shows, and theaction/interaction strategy caused by such a case was found to be establishing a system for metaverse fashion shows andpromoting a positive brand image. The results included content evaluation of satisfaction, normal, or dissatisfaction. Thecontextual condition was a change in the form of consumption that emphasized experience, while the interventional con-dition was psychological distance. Based on this, the core category was defined as “consumption patterns that emphasizedthe purpose of use and experience affects the metaverse fashion shows and psychological distance appeared as a userexperience evaluation through the establishment of a system of metaverse fashion shows and the promotion of a positivebrand image”. User types were classified as active or passive. Active users have the autonomy to select content accordingto their individual preferences, and accordingly, their experience preference tends to change. In contrast, passive users’preference for the technical quality of content is relatively low, but they have a high concentration of content diversityand audio-visual interest elements.

참고자료

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