体验式学习
感知
价值(数学)
广告
业务
消费者行为
虚拟实境
品牌参与度
心理学
营销
计算机科学
人机交互
虚拟现实
万维网
数学教育
神经科学
机器学习
社会化媒体
作者
Apiradee Wongkitrungrueng,Lokweetpun Suprawan
标识
DOI:10.1080/10447318.2023.2175162
摘要
The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer’s brand perception and behavioral responses in the virtual and real world. The covariance-based SEM analysis was conducted based on data from 702 Thai users of Asia’s largest metaverse platform. Results revealed that all three dimensions of value indirectly affect consumer-brand engagement (CBE) through brand image and virtual purchase intention. Hedonic value had no direct effect on consumer responses, but on symbolic and utilitarian value which in turn influences CBE and virtual purchase respectively. As one of the first empirical studies on metaverse brand experience, this study contributed by incorporating multidimensional and interrelated experiential value and examining the mediating role of brand image and virtual purchase. The findings suggest brand design the branded virtual environment to facilitate consumer learning and virtual ownership, and align virtual merchandise and store ambiance with the real world to unify the brand image in both worlds.
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