메타버스 내 음악콘텐츠 마케팅이 구매의도에 미치는 영향 : SPICE 모델을 중심으로 = Effect of Music Contents Marketing in Metaverse on Purchase Intention : Focusing on SPICE Model

다국어 초록 (Multilingual Abstract)

This study conducted an empirical analysis to find out the effect of music content marketing on purchase intention by setting marketing characteristics as a SPICE model for Metaverse users. Currently, as reality and virtual interact and evolve within space, it is transforming into a world that creates value through social, cultural, and economic activities. In particular, a study was conducted to find out the purchase intention of users who experience music content marketing in Metaverse by selecting K-POP, that is, music field, which is the core content of the Korean Wave. Therefore, we tried to conduct an empirical analysis to understand the influence relationship on purchase intention by organizing music content marketing as a SPICE model on the Metaverse platform. Through this, we tried to propose an efficient marketing strategy and plan by providing analysis data and implications to content creators and operators in the Metaverse. In addition, the research purpose is to contribute to the growth and development of digital platforms by providing a framework for related marketers to test the utility plan of marketing.
Accordingly, this study conducted an online survey of 238 Metaverse users to find out the effect of music content marketing characteristics in Metaverse on purchase intention. The independent variable was adopted by setting factors such as continuity, realism, interoperability, concurrency, and economic flow among marketing characteristics as SPICE model, and the dependent variable used the purchase intention of music content users in the Metaverse as variables. As a result of the analysis, it was found that continuity, realism, interoperability, and concurrency among the SPICE models, which are characteristics of music content marketing, had a significant positive (+) effect on purchase intention, but the economic flow did not affect purchase intention.