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Jaehyun Lee,MinChung Kim,Yeolib Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
A ‘brand’ metaverse is a virtual space where customers experience the brand via digital avatars. With the advancement of augmented and virtual reality technologies, a brand metaverse is an important medium for communicating the brand with customers. In this study, we focus on the resemblance between a customer’s self and his/her avatar (i.e., self-avatar resemblance) in the brand metaverse and examine its influence on brand attitude. Prior studies examine self-avatar resemblance exclusively in non-brand-related virtual gaming platforms and test its effect on identity perception and immersion in the platforms. However, few studies probe the extent to which self-avatar resemblance influences customers' exploration in a brand metaverse and their attitude toward the brand. We fill this research gap by uncovering the positive effects of self-avatar resemblance on brand attitude and purchase intentions. Moreover, we proffer that the customers’ engagement toward the brand metaverse platform mediates the relationship between self-avatar resemblance and brand attitude. In addition, based on the interactive nature of metaverse, we hypothesize copresence―the number of avatars exploring the brand metaverse at the same time―to be a moderator, which strengthens the mediation. We conduct an experiment using a fashion brand’s virtual world positioned in a popular metaverse platform. In this experiment, participants create an avatar and freely roam around in the brand metaverse with their avatars. By reviewing the screen recording of each participant’s brand exploration in the metaverse, we measure self-avatar resemblance and other constructs. We also collect responses from questionnaires designed to measure attitudinal and behavioral variables. With the accumulated data, we test the hypotheses using partial least square structural equation model and find the results largely consistent with the hypotheses. With the findings, we provide important and interesting implications to marketing practitioners considering and doing ‘metaverse marketing.’
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황용석(Yongsuk Hwang),이선민(Sunmin Lee),김여립(Yeolib Kim),황현정(Hyunjeong Hwang) 서울대학교 언론정보연구소 2022 언론정보연구 Vol.59 No.2
이 연구는 디지털 사회의 구성원에게 필요한 디지털 역량 수준을 측정할 수 있는 척도를 개발하고, 개발된 척도의 타당성 검증을 주요 목적으로 한다. 문헌조사를 바탕으로 디지털 역량, 디지털 리터러시 등 관련된 주요 개념들과 하위차원을 구성하고, 전문가 조사를 거쳐 내용타당도를 갖춘 문항을 구성한 후, 성인 400명을 대상으로 사전조사를 해 주요 문항을 정제•축소하는 과정을 거쳤다. 사전조사를 거쳐 축소된 문항을 이용해 성인 800명을 대상으로 한 온라인 표본조사 결과를 바탕으로 탐색적 요인분석을 해 최종 문항을 선정했으며, 확인적 요인분석으로 모형 적합도를 고려해 디지털 역량 척도를 확정했다. 디지털 역량 척도는 최종적으로 기본기술, 생활활용, 비판적 이해, 생산과 공유, 사회참여, 권리보호, 보안 등 7개 하위차원 34개 문항으로 구성했다. 이 연구는 디지털 리터러시, 미디어 리터러시, 디지털 역량 등 선행연구의 개념적 정의를 포괄해 디지털 환경 변화와 한국의 상황에 맞게 디지털 역량을 측정할 수 있는 척도를 개발하고, 타당화했다는 점에서 의의가 있다. The aim of this research is to develop a new scale on digital competence that is in accordance with the current digital landscape. Several steps were undertaken to accomplish this goal. First, we completed a literature review on digital competence, digital literacy, and related concepts to form the dimensions. Second, we obtained opinions from experts to modify the survey items as a means to achieve content validity. Third, we conducted a pre-test on 400 adults with the initial items to further refine the survey items. Finally, the main survey was sent to 800 adults whereby exploratory factor analysis and confirmatory factor analysis was conducted to obtain the best measurement model. In sum, the final output of the digital competence scale encompasses 7 dimensions (34 items). Specifically, digital competence consists of Basic skill, Advance skill, Content creation, Legal Understanding, Critical understanding, Protection Activity, Social Engagement. This research has important theoretical implications for converging the disputed literature on digital competence, digital literacy, and media literacy. Moreover, this scale is developed to suit the Korean digital landscape.
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