가상환경 내 브랜드 태도 형성 연구: 놀이적 개념과 이용-충족이론의 통합적 적용을 중심으로

초록

The recent spread of brand marketing strategies utilizing metaverse platforms has expanded opportunities to experience brands in virtual environments. This study reinterprets the characteristics of metaverse platforms through the lens of play theory and integrates uses and gratifications theory to examine how the metaverse's attributes of hyperspatiality and hypertemporality are related to emotional evaluation and brand attitude. The research hypotheses were confirmed, showing that both personal and social motivations have a positive relationship with the common metaverse characteristics of hyperspatiality and hypertemporality. However, the study found no significant relationship between personal motivation and brand attitude in the context of hypertemporality and emotional evaluation factors, nor between hyperspatiality and brand attitude. In contrast, the relationship between social motivation and brand attitude showed significant positive associations with hyperspatiality, hypertemporality, and emotional evaluation, along with a partial mediating effect. These results highlight the significance of applying play theory to virtual environments, not just as a technical dimension, but also as a framework that merges with consumer culture for empirical research. It underscores the important relationship between individual motivations and consumer emotions in forming brand attitudes in virtual environments, suggesting practical implications for the effectiveness of brand marketing strategies from a playful perspective.

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