earticle

영어

The research aims to understand the impact of metaverse marketing through enjoyment experience on consumer brand relationship and intent to buy in a context of fashion industry of South Korea. The study uses survey method as a strategy and quantitative approach to conduct the research. The researcher chooses 300 respondents as a sample size to represent the overall population. Moreover, the researcher opts for convenience sampling method to choose the participants of the study. The study also uses questionnaire as a research instrument and the data is analyzed with the help of employing several statistical tests using Structural Equation Modelling through AMOS. The statistical results show that 3D Environment and Virtual Presence have no direct relationship with Consumer-Brand Relationship but the involvement of Enjoyment Experience in the relationship is compulsory. However, the direct relationship between Virtual Interaction and Consumer-Brand Relationship was significant. The mediating effect of customer satisfaction and trust in the relationship between Consumer-brand relationship and Intent to Purchase are also significant. This research implies that brand managers to have the necessary knowledge to effectively drive interaction and establish relationships with fashion clothing customers.