메타버스 소비자 가치와 브랜드 태도 연구: 브랜드 사랑과 관여도의 다중매개효과를 중심으로

초록

In recent years, brands have been using marketing strategies incorporating metaverse characteristics to form relationships with consumers through virtual experiences. Positive brand experiences foster strong feelings of love, bonding, and attachment to the brand. This study examines the relationship between brand attitudes and consumers' perceived value within the metaverse, and empirically analyzes the relationship between the Triangular Theory of Love (intimacy, passion, and trust) and involvement. Results from the SPSS PROCESS macro model(80) revealed that consumer value significantly related to intimacy, passion, and trust. The mediation effect test showed involvement, brand intimacy, and trust significantly mediated brand attitude, while passion did not. This study extends research by using metaverse experience value within the Value-Based Adoption Model and applying the Triangular Theory of Love to examine perceived value, brand love, and involvement in virtual environments. Practically, this study emphasizes the need for marketing strategies that trigger brand love, especially passion, through consumers' virtual experiences. It also provides strategic implications for continuously strengthening and maintaining intimacy and trust in consumer-brand relationships.

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