메타버스 내에서 아바타를 통한 브랜드 경험이 브랜드 태도에 미치는 영향 - 제페토의 구찌 빌라를 중심으로

Background The metaBUS industry is rapidly developing. Thus, it is time to study the direction of brand marketing within the meta-bus. In the meta-bus, the effect of the brand experience may appear in a different direction from the real world because users experience the brand through their avatars. Methods A hypothesis was established based on existing studies. A survey was conducted on users who experienced Gucci Villa of brand Gucci on ZEPETO, a metaBUS platform. Based on the results of the survey, the hypothesis was verified, and the effect of brand experience on brand attitude through avatars was analyzed. Result Users recognize that they are experiencing brands through avatars. Sensory and behavioral experiences through avatars had a positive effect on brand attitudes. However, emotional and cognitive experiences did not significantly affect brand attitudes. Conclusion Brand attitudes can be developed in a positive direction through sensory experiences and behavioral experiences.