earticle

영어

To understand customer behavior in a metaverse environment, this study theoretically explores consumer motivation and analyzes the causal relationship between attitudinal and behavioral outcomes of participation behavior through metaverse characteristics and customer experience mechanisms. Based on situated cognition theory, this study attempts to explain the mechanisms by which the technical factors of embedding virtual worlds in metaverses, embodiment through devices and storytelling, and finally extension to social and situational contexts affect user engagement through customer experience. Situational cognitive theory explains how social and environmental contexts influence people's information processing, preference formation, and decision-making, and is considered a realistic and convincing theory for explaining customer experience and consumer behavior [1], [2]. The methodology of this research is multi-methods, mixing qualitative and quantitative methods. We conducted qualitative research by creating a unity for research within the metaverse (Zepeto), gathering interviewees, and observing and interviewing them. The quantitative method was a survey of 302 people who had experienced the Metaverse. The collected data was analyzed for causal relationships between variables using PLS-SEM. The results showed that metaverse embedding, embodiment and extension had significant effects on Flow. Flow influenced utilitarian and hedonic values, which in turn influenced Metaverse engagement. Also there were differences between light and heavy users. This study provides a theoretical foundation for understanding customer behavior based on metaverse characteristics, which is still in its infancy, and has practical implications for the fields of metaverse strategy, customer engagement, and experience design. This will be useful for understanding customer experiences created in a metaverse context and for formulating strategies to foster engagement.