earticle

영어

The purpose of this study is to investigate how customers' virtual experiences in the metaverse affect their intentions to visit a physical restaurant. The study draws on the general learning model and social cognitive theory and proposes a hypothesis that customers' visit intentions will be positively affected by their metaverse experience, and that this effect will be influenced by the similarity of the physical and virtual environments. The study will conduct an experiment to test the hypothesis and determine whether the metaverse experience has a positive effect on customers' visit intentions, which is moderated by servicescape similarity. The findings of this research will provide a foundation for future studies on the use of metaverse marketing in the service industry, and could help businesses better understand the potential benefits of utilizing metaverse for their marketing strategies.