제페토(ZEPETO) 이용자의 라이프스타일 유형에 따른 광고 태도 연구 : 광고효과의 긍정적·부정적 인식의 조절영향을 중심으로

초록

As Metaverse begins to attract attention in a non-face-to-face society triggered by COVID-19, the utilization rate is increasing through active communication based on the characteristics of opening, participation, and sharing. Accordingly, various brands are providing opportunities for direct and indirect experiences such as products and services and systems. The diversification of media is classified according to consumers" lifestyles and demographic attributes, and in this study, the types of lifestyles were classified into three types: creation-oriented, self-centered responsibility, and introverted consumers, and it was verified that the difference in perception of advertising effects was significant according to their lifestyles. In addition, it was confirmed that there were differences in advertising attitude, brand attitude, and purchase intention between perceived positive advertising effects of advertisement interest, advertisement understanding, and advertisement memory, and perceived negative advertising effects of advertisement intrusion and advertisement avoidance. Research will be meaningful in that it is possible to establish advertising and marketing strategies through market segmentation by identifying consumer values and purchasing habits according to lifestyle types and analyzing their consumption behavior. In addition, there are practical and academic implications in that it presents a plan to improve advertising effects within the virtual world in the future by verifying the difference in advertising effects by lifestyle type.

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