dc.citation.conferencePlace |
KO |
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dc.citation.conferencePlace |
Seoul, Lotte Hotel |
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dc.citation.title |
2023 Global Marketing Conference at Seoul |
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dc.contributor.author |
Lee, Jaehyun |
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dc.contributor.author |
Kim, MinChung |
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dc.contributor.author |
Kim, Yeolib |
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dc.date.accessioned |
2024-01-31T18:37:15Z |
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dc.date.available |
2024-01-31T18:37:15Z |
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dc.date.created |
2023-07-23 |
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dc.date.issued |
2023-07-21 |
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dc.description.abstract |
Recently, the metaverse (i.e., a virtual world with avatar interaction) has been widely used as a marketing tool in various fields to enhance user engagement. However, few studies have examined the effects of avatar-self resemblance on user attitude and intention in the metaverse. In this sense, this study examines the mechanism by which avatar-self resemblance influences brand attitude and virtual item purchase intentions in the brand-oriented metaverse. In particular, we identify the role of virtual item purchase intention as a mediator and the number of concurrent users as a moderator. The main venue for the experiment is Zepeto’s ‘Ralph Lauren brand world.’ This research provides several implications. Theoretically, this study complements the adoption of the metaverse as a virtual technology in the marketing field. As a practical implication, this study also provides marketing managers with valuable insights for designing an effective brand-oriented metaverse. |
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dc.identifier.bibliographicCitation |
2023 Global Marketing Conference at Seoul |
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dc.identifier.uri |
https://scholarworks.unist.ac.kr/handle/201301/74637 |
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dc.identifier.url |
https://2023gmc.imweb.me/index |
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dc.publisher |
Global Alliance of Marketing & Management Associations |
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dc.title |
Brand Exploration in Metaverse: Effects of Avatar Resemblance on Brand Attitude |
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dc.type |
Conference Paper |
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dc.date.conferenceDate |
2023-07-20 |
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