부산대학교 도서관

The significance of this research lies in its capacity to empirically elucidate how brand equity may be constructed through consumers' experiences with virtual fashion items in the virtual space known as the metaverse. It will further explore the mechanisms by which constructed brand equity of this nature is interconnected not only with consumer activities within the virtual world but also with real-world purchasing behavior with respect to physical products. A distinctive aspect of this study is the presentation of differentiated paths that link both virtual and real-world consumer behavior across various dimensions of brand experiential value. The study's empirical findings are as follows: First, consumers' intention to engage in metaverse activities increases when their entertainment and self-expressive experiential values are satisfied by brand experiences in the virtual world. Second, the study indicates that, while relationship-oriented social experiential value may not directly impact metaverse activity intention, it can influence the formation of loyal attitudes toward brands that provide virtual items and real-world intentions to purchase products. Third, intention to engage in metaverse activity not only influences the real-world formation of brand attitudes but also directly affects the intention to purchase physical products. These findings underscore the metaverse's crucial role as a bridge between brand experiences and consumer behaviors. Moreover, they empirically establish how organic interaction between the virtual and real worlds influences the development of brand equity and consumer behavior.