Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 52, No. 4, pp.955-980
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2023
Received 08 May 2023 Revised 07 Jul 2023 Accepted 13 Jul 2023
DOI: https://doi.org/10.17287/kmr.2023.52.4.955

메타버스의 기술적 특성이 고객경험과 사용자 인게지먼트에 미치는 영향

Yunhye Lee ; Cheol Park
(First Author) Ph.D. Candidate, Korea University younhye@korea.ac.kr
(Corresponding Author) Professor, Korea University cpark@korea.ac.kr
Creating Customer Experience and Enhancing User Engagement in Metaverse


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Driven by the proliferation of metaverse technology, many companies are pursing service expansion strategies to enhance their customer experience. However, given the rapid evolution, there is a lack of clear understanding of the current scope of the metaverse and the consequent implications for marketing practice and research. This study attempts to explain the mechanisms by which the technical factors of embedding, embodiment, and extension affect user engagement through customer experience based on situated cognition theory. We conducted qualitative research by creating a unity for research within the metaverse, gathering interviewees. The quantitative method was a survey of 305 people who had experienced the metaverse. The collected data was analyzed for causal relationships between variables using PLS-SEM. The results showed that metaverse embedding, embodiment and extension had significant effects on flow. flow influenced utilitarian and hedonic values, which in turn influenced user engagement. Also, there were differences between light and heavy users. Subsequently, we discuss how metaverse-induced changes marketing practice and to guide future academic studies and marketing initiatives.

Keywords:

Metaverse, situated cognitive theory, customer experience, engagement, usage time

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2022S1A5A2A01049449).

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∙ The author Yunhye Lee is a Ph.D. Candidate of Corporate Management at Korea University. She received her B.B.A in Tourism Management from Cheongju University and M.B.A in Management information from Korea University. Her research interests include social media marketing, service marketing, consumer behavior, and she has published papers in Journal of Tourism Management Research, The Academy of Customer Satisfaction Management, and The Journal of Internet Electronic Commerce Research.

∙ The author Cheol Park is a Professor of Marketing, College of Global Business at Korea University Sejong. He received his B.A. in Economics, M.B.A. and Ph.D. in Business Administration from Seoul National University. He has been a visiting scholar at Vanderbilt University, University of Hawaii, and University of Jinan in China. His research interests include digital marketing and online consumer behaviors in the cross-cultural context. He has published papers in International Journal of Information Management, Journal of Interactive Marketing, International Marketing Review, and Journal of Business Research, etc.