This study aims to analyze consumer perceptions of the metaverse platform and luxury fashion brands in relation to consumer lifestyles, thereby providing foundational data for future marketing strategies of fashion brands using the metaverse. A survey on the lifestyle and perceptions of the metaverse, as well as on luxury fashion brands, was conducted among 300 men and women between their 20s and 40s. Statistical analyses included frequency analysis, cross-tabulation, chi-square (χ2) analysis, factor analysis, cluster analysis, one-way ANOVA, and Duncan’s post-hoc test. Factor analysis of the participants’ lifestyles revealed five distinct types: “Indifferent,” “Social, individual, and leisure-oriented,” “Trend-leading and brand-oriented,” “Appearance and fashion-oriented,” and “Self-improvement-focused and individualistic” types. The analysis of luxury fashion brand perceptions based on lifestyle types showed that the “Trend-leading and brand-oriented” type had higher awareness and preference for brands such as Gucci, Burberry, and Balenciaga, while the “Indifferent” type showed lower levels of awareness and preference. Regarding brand perception related to luxury fashion brand content experiences within the metaverse, Gucci, Burberry, and Balenciaga showed consistent results across all types. Specifically individuals classified under the “Trend-leading and brand-oriented” category exhibited higher awareness and preference for these brands within metaverse experiences, while those categorized as “Indifferent” displayed comparatively lower levels. Therefore, digital marketing strategies targeting consumers under the “Trend-leading and brandoriented” category are expected to be highly effective for luxury fashion brands. This study is poised to contribute to the expansion of the marketing landscape within the metaverse virtual world for fashion.

이 논문은 직전 연구인 메타버스의 함정을 극복하기 위한 게임화된 동적 습관 형성 모델의 후 속 연구다. 2022년 12월 논문 연구에서는 사용자 참여를 방해할 수 있는 일반적인 함정을 극 복하기 위해 메타버스 공간을 설계하는 데 초점을 맞춘 게이미피케이션 동적 습관 형성 모델 을 제안하였다. 당시 제안했던 4단계 접근법을 통합한 역학 모델은 낮은 상호작용(P4)의 온보 딩 접근법, 기본 상호작용(P3) 온보딩 접근법, 중간 상호작용(P2)의 온보딩 접근법, 높은 상호 작용(P1) 온보딩 접근법의 네 단계로 구성되었으며, 간단한 모델의 개요를 설명한 바 있다. 본 고에서는 4단계의 세부 연구에 집중하였는데, P4-튜토리얼, 시즌 이벤트, 소셜 이벤트 및 모 임, P3-기본 아바타, 가상경제 및 아이템 획득/거래, 소셜경쟁과 리더보드, 도전과 경쟁, 커뮤 니티 강화, P2-아바타 개인화, 사용자 제작 콘텐츠. 보상 메커닉스 강화, 피드백 및 진행 상황 추적, P1-대화형 튜토리얼, 사회적 상호작용, 내러티브 중심 퀘스트, 스토리 기반 업적, 인터 렉티브 스토리 요소 등의 습관형성 증진 방안을 제시하였다. 각 단계는 게이미피케이션 및 게 임디자인 기법과 사용자 중심 디자인 원칙을 통합하여 사용자의 참여를 유도하고, 습관 형성 을 촉진하는 방향에서의 온보딩 접근법을 제시하고자 하였다. 이 논문에서는 게이미피케이션 및 게임디자인 이론과 실무를 바탕으로 각 단계에 대한 예시와 전략을 제공하여 메타버스에서 학습환경을 구현하는 데 도움을 줄 것이다. 다만, ‘게임’과 ‘메타버스’와의 개념과 용어에서의 명확한 구분이 어려운 상황이어서, 게이미피케이션 및 게임디자인 분야의 기초적인 이론과 온 보딩 방법론을 다룰 수 밖에 없었다.

코로나 사태 이후 공연예술계는 ‘초지능화’와 ‘초연결성’의 특징으로 대표되는 메타버스에 주목 하기 시작했다. 직접 만나서 소통할 수 없는 비대면적 상황은 현실세계와 가상공간을 연결해 주는 메타버스 플랫폼 전시 공연 활성화에 큰 영향을 끼쳤다. 코로나 사태가 끝난 이후에도 공연예술계는 다양하고 실험적인 온-오프라인 공연의 형태로 해당 기술을 활용한 다양한 프로 젝트 전시들을 선보이고 있다. 이처럼 실감 콘텐츠와 가상현실을 접목한 VR, XR 기술들은 빠 르게 실감 콘텐츠와 전시공연분야에 접목되며 실험적이고 다양한 공연과 전시를 선보이고 있 다. 메타버스 플랫폼을 활용한 전시와 공연들이 관객들이 어떠한 방식으로 다가가고 있는지 실감 콘텐츠 공연사례들을 분석하고, 가상현실이 일상화되고 있는 요즘, 전시와 공연 예술 분 야의 변화의 방향을 살펴본다.

실감형 콘텐츠 관련 연구가 활발히 진행되고 있다. AR을 중심으로 한 실감형 콘텐츠의 발전은 스마트 폰을 이용하여 실세계에 3D 가상 콘텐츠를 추가하는 것을 넘어, 대형 건축물에 Projection Mapping을 하는 Media Facade 콘텐츠로 발전되었다. 최근 Projection Mapping을 이용한 Media Facade를 활용한 광고 콘텐츠의 수요가 증가하면서 Projection Mapping콘텐츠에 대한 교육과 시스템개발이 요구 되고 있다. Projection Mapping을 처음 배우는 교육생의 경우, 투사할 사물 및 건축물을 만드는 것부터 큰 어려움으로 작용된다. 사물 및 건축물을 구축하기 위해서는 그만한 자원과 재원이 요구되며, 한번 만들고 나면 다시 자원 을 활용하여 바꾸기 쉽지 않다. 본 논문에서는 Projection Mapping 교육을 위한 Unity 3D Engine 기반 Projection Mapping Simulation을 제안한다. 제안된 Projection Mapping Simulation는 Unity 3D Engine을 기반하였기 때문에 무료로 교육생들이 사용이 가능하며, 다양한 3D Object File를 활용하여 사물 및 건축물을 나타내고 조작할 수 있다. 또한, Projection Mapping에 쓰이는 영상을 Video 뿐 아니라, 실시간 3D Rendering으로 사용할 수도 있다. 본 논문에서 제안한 Projection Mapping Simulation는 교육생들에게 공간과 사 물 및 건축물의 이해를 돋기 위한 실험의 장이 될 것이며, Projection Mapping 콘텐츠 연구 자들에게는 여러 Projection Mapping 기법을 실험 및 연구할 수 있는 장이 되길 희망한다.

This study aimed to compare the effects of self-regulation, goal orientation, and speaking anxiety on speaking performance between metaverse and face-to-face contexts. We randomly assigned 253 Korean middle school students to either metaverse or face-toface groups for 12 weeks of English-speaking lessons. Before and after the experiment, students completed speaking tests and submitted a post-questionnaire. Structural equation modeling and multi-group analysis revealed that student attributes had a similar impact on speaking performance in both settings. Specifically, self-regulation and mastery goal orientation positively influenced speaking performance, while speaking anxiety had a negative effect, regardless of the context. Furthermore, self-regulation played a mediating role in reducing speaking anxiety in both settings. This implies that metaverse-mediated and face-to-face classes offer similar learning environments, where students can leverage their goal orientation and self-regulation skills to manage speaking anxiety. Ultimately, students can enhance their speaking performance by employing selfregulation strategies and nurturing a mastery goal orientation, irrespective of the learning context.

가상의 공간에서 함께 즐기는 콘텐츠에 대해 관심이 늘어나고 있다. 더불어 가상공간에서 나만의 아바타도 꾸미고 게임 콘텐츠 역시 즐기고 있다. 이러한 가상의 공간을 메타버스라고 하며 대표적인 플랫폼으로는 제 페토와 로블록스가 있다. 메타버스 플랫폼은 플랫폼의 취지에 맞게 유저가 직접 제작하기 편리한 컨텐츠 제 작 도구를 지원한다. 그러나 일반 유저가 제작한 콘텐츠는 메타버스에서 활동하고 있는 다양한 유저의 관심 과 흥미를 지속적으로 유발하기에는 부족한 부분이 있어 꾸준한 흥행이 어렵다. 본 논문은 기존 게임 엔진을 활용해서 콘텐츠를 제작하는 콘텐츠 개발자로서 메타버스 플랫폼이 제공하는 제작 도구의 효용성을 검증하 고자 게임 엔진의 선택 기준을 참고하여 인터페이스, 개발 언어, 개발 공정의 기준으로 대표하는 플랫폼의 제작 도구를 비교하였다.

This study aims to verify the impact of a metaverse-based safety education program on the fire safety awareness of elementary school students. Utilizing the National Fire Agency's 119 metaverse program, an educational program was implemented for two months, and the experimental group was examined using paired-sample t-tests, while comparisons with the control group were made using independent-sample t-tests. The results revealed statistically significant differences between the experimental and control groups in the area of fire prevention. Although no statistically significant differences were observed over time within each group, the overall average scores for the entire class improved across all areas. Based on these findings, the effectiveness of metaverse-based safety education is suggested; however, a significant difference compared to traditional education was not detected. The study concludes by exploring implications for considerations in the implementation of metaverse safety education in the future.

This paper proposes a novel approach to preserving and disseminating cultural heritage in the metaverse environment made possible by the advancement of digital technology. The metaverse integrates the real and virtual worlds, enabling experiences similar to real-world museums within the metaverse environment. This technology provides users with more immersive and interactive means to explore cultural heritage. This study addresses the methodology for extracting 3D models from public cultural heritage data sources and integrating these models using the Unity engine to develop a metaverse museum environment. Public data refers to data or information generated or managed by public agencies, encompassing various forms such as text, graphics, images, video, audio, and more. By utilizing 3D data provided by the Cultural Heritage Administration, this research aims to construct a metaverse museum, showcasing the process and outcomes. Through this, users can experience and learn about cultural heritage in more diverse and interesting ways. It is expected that the metaverse will increase the possibility of improving access to and preservation of cultural heritage. Future society requires the ability to understand the metaverse and create new content while communicating and interacting in that space.

Job-centered support for soldiers scheduled to be discharged or discharged is part of the military transition support policy and is a policy that supports them to return to society from the military and perform the role needed by the nation. In order to create a productive military service environment for young soldiers without career breaks, the Armed Forces Soldier Job Fair is held every year at KINTEX in Ilsan. This study proposed a Metaverse job fair for young soldiers of the MZ generation using the service design process and media prototype. During the research process, it was confirmed that young soldiers' interest in and need for employment is increasing, and the importance of employment support programs within the military is emerging, and the Armed Forces Soldier Job Fair Metaverse Hall utilizes the ZEPETO platform to solve consumer-centered problems. By producing a prototype, we proposed that soldiers who would like to participate in the job fair but find it difficult to do so due to unit conditions could participate through mobile devices without spatial or time constraints. As a result of the study, it is expected that job fairs using the Metaverse platform will contribute to increasing the possibility of productive military service for soldiers, improving the efficiency of military administrative work by utilizing digital technology, and spreading a positive image of military service.

이 연구는 대학별로 대면수업으로 전환되면서 대면수업 학습 환경에서 메타버스를 활용한 진로교과목 수업이 학습실재감과 학습지속의향에 어 떤 영향을 미치는지 확인하였다. 연구결과 인지적, 감성적, 사회적 학습 실재감과 학습지속의향과의 상관분석결과 모두 정(+)의 상관을 보였고, 감성적 학습실재감과 사회적 학습실재감, 학습실재감 전체가 학습지속 의향에 정(+)의 영향을 미치는 것으로 나타났다. 비대면 수업에 적응해 왔던 대학교 1학년 학생들이 대면수업에서 메타버스를 활용해 팀원들 과 함께 같은 가상공간에서 느끼는 편안함과 소통방식이 학습 실재감 을 느끼게 하고 학습지속의향에 미치는 중요한 요인임을 확인하였다. 향후 개인특성을 반영한 후속연구의 필요성과 대면수업에서의 활용 가 능한 함의를 제시하여 본 연구결과가 수업현장에서 유용한 자료를 제공 한다는 점에서 의의를 갖는다.

가상현실과 현실 세계를 융합한 공간으로서 가상의 세계 안에서 다양 한 상호작용과 경험을 제공하는 메타버스 서비스는 사용자들이 자아일치 성을 공유하고 강화하는 공간을 형성해줄 수 있다. 본 연구에서는 메타 버스 서비스 특성이 사용자의 재이용의도에 미치는 영향과, 이 관계를 매개하는 자아일치성의 효과를 검증하였다. 메타버스 서비스를 이용해 본 경험이 있는 성인 남녀를 대상으로 수집한 245개 설문자료를 분석한 결과에 따르면 메타버스 서비스 특성 중 실재감과 매개변수인 자아일치 성은 고객의 메타버스 재이용의도에 긍정적인 영향을 미치는 것으로 나 타났다. 또한 매개효과분석 결과에 따르면 자아일치성은 메타버스 서비 스 특성 중 실재감과 재이용의도 간의 관계를 부분매개하고, 유용성과 재이용의도 간의 관계, 상호작용성과 재이용의도 간의 관계를 완전매개 하는 것으로 나타났다. 연구 결과는 변화된 환경과 소비자 특성으로 인 해 전통적 브랜드 마케팅 방식의 한계에 직면하고 있는 기업들에게 메타 버스를 활용한 마케팅 전략 도출에 도움이 되는 유용한 정보를 제공하고 있다.

In this research, given the recent spurt of luxury brands featuring their products in the metaverse, we examine if the use of luxury brand items to enhance one’s virtual avatar augments the gamer’s sense of confidence, empowerment, and actual performance. We conduct two studies to test the same. In our first study, we simulated a gaming environment on an online survey portal and asked participants to choose their avatar features. We provided them with a branded item (luxury/regular). Consequently, we asked them to indicate their level of confidence, and empowerment. They were asked to play a game to record their actual performance. In our second study, we asked participants to choose their avatar on an online game on their mobiles and similarly provided them with a branded item (luxury/regular). We then measured their confidence, and empowerment and observed their actual performance.

Fashion companies develop initiatives in the Metaverse, especially through Gamification, Non-Fungible Tokens or Shopping experience. Through a Systematic Literature Review in Metaverse and Fashion Communication and Systematic Content analysis in Vogue Business and The Business of Fashion we highlight the best actions in the metaverse and their future application.

Metaverse is a virtual world where users can engage in various activities, and its market is expected to grow rapidly in the coming years (Hwang, 2021). Generation Z, also known as digital natives, are heavily involved in social media and often share selfies, making them more sensitive to body image concerns (Ameen, 2022). In the metaverse, users can create customized avatars, allowing them to experience an ideal body image. This study applies the “extraordinary self” theory to avatar creation, a concept that explains how people create an ideal, fantastic, or transcendent self by consuming experiences that set them apart from their mundane real self (Procter, 2021). Based on the theory, this study examines how dissatisfaction with body image of Generation Z can lead to the creation of avatars that manifest an ideal body image, which in turn, can influence self-congruence with the avatar and self-esteem in the metaverse. This study also looks into the possible effects of enhanced self-esteem on user’s intention to purchase virtual products and their loyalty to a specific metaverse platform. Therefore, the following hypotheses are developed.

As in its early development, metaverse has become a popular marketing topic with broad participation among marketers and consumers. Due to the global pandemic and lockdowns that hit offline marketing channels, people seek online and virtual interactions (Taherdoost, 2022). It accelerated the changes in consumers’ habits and participation in digital media. The term metaverse was first introduced in 1992 in a Sci-Fi Snow Crash (Stephenson, 1992), describing a space where users can join as avatars through terminals with virtual reality features (The Economist, 2020). And with the development of web3, metaverse has evolved into a hyper-connected online universe. Kim (2021) defines the metaverse as the network of virtual environments where individuals can communicate and interact with one another and objects in real-time using their digital representation or avatars. Brands lead and help consumers to find ways to enter the metaverse space, accelerating mainstream adoption. Philipp Plein, a Swiss fashion brand, purchased 65 parcels of land with 1.4 million dollars in the metaverse platform Decentraland with about 800,000 registered users (Hiken, 2022).

This research examines the impact of visualizing virtual luxury products in the metaverse on consumers' perceptions of luxury products in the real world. We explore the metaverse as a marketing platform and investigate the relationship between the quality of visualization of virtual luxury products and consumers’ evaluations of real luxury products. The study hypothesizes that poor visualization quality of virtual luxury products will decrease the evaluation of authentic luxury goods, and this effect will be mediated by decreased perceived authenticity. Additionally, we predict that the negative effect will be mitigated by high-quality visualization.

The development and application of NFTs has gained great attentions. Especially, with the eyes on the potential of Metaverse and Web 3.0, NFTs are regarded as one of the foundational parts of the future internet. The main contribution of NFTs is the innovative solution for creating digital uniqueness through its property of non-fungibility. With this property, the ubiquity caused by replicable data on the current internet can be advanced with NFT-backed uniqueness, which can assist in certifying authenticity, authorship, and possessions of contents, products, and assets online. This has tremendous meaning for the luxury brand industry, which has been struggling with the ubiquity of the internet for years. The emergence of NFTs, however, represents hope and a potential mean to represent scarcity in a digital context. By the use of NFTs, luxury brands’ conservative digital marketing strategies and their ways of production design, marketing, consumer management could be fundamentally changed. This study aims to discuss the NFT marketing strategy from the perspective of luxury brands. Particularly, the study will investigate the desirability strategies in these luxury NFT cases. To do so, the study uses a socio-technical perspective to understand how luxury brands embody the desirability strategy through NFTs, by considering the technical factors of NFTs (i.e., design, issuance, and ecosystem functioning) and social factors of desirability (i.e., exclusivity, rarity, prestige, and creative leadership). The study explores applicable strategy of how to realize luxury desirability through NFT technics. As a result, this study investigates 39 luxury NFT cases from 2021 to 2022, including the NFTs launched by famous luxury brands such as Gucci, Louis Vuitton, Burberry, Dolce & Gabbana, and KARL LAGERFELD. The study showcases three within-case analyses to exhibit vivid examples of NFT innovations. Besides, the study generates a common framework by a complete cross-case analysis. The framework contains three domains and seven dimensions to guide further luxury NFT innovations and contributes to theory development in the field of NFT marketing and branding.

As the importance of online virtual spaces increases due to COVID-19, interest in online virtual spaces using 4th industrial technology is increasing. Accordingly, the metaverse that combines virtual and real is becoming an issue. In the fashion industry, marketing using online is gradually increasing, and various attempts are being made by converging with the metaverse to provide new and enjoyable experiences to customers. This study looked at the impact of customer experience of a luxury fashion brand pop-up store on customer satisfaction, affective commitment and brand loyalty in a metaverse environment where utilization is increasing due to COVID-19 and technological development. For the analysis data of this study, a survey was conducted on the users who experienced the metaverse platform Zepeto's ' BVLGARI World'. As a result of examining the effect of the customer experience of a luxury fashion brand pop-up store on customer satisfaction, affective commitment, and brand loyalty in a metaverse environment, some of the customer experiences affect customer satisfaction, and the proposed hypothesis was partially accepted. In addition, it was confirmed that customer satisfaction affects affective commitment and brand loyalty, and affective commitment affects brand loyalty. In this study, we examine the impact of the customer experience of a luxury fashion brand pop-up store on customer satisfaction, affective commitment, and brand loyalty in the metaverse environment, and identify what is needed for more active convergence and activation of the metaverse and fashion brands. Also, we provide practical implications to people who involved in the metaverse and the fashion industry.

Customer engagement has been a focus of a significant amount of research. Most of the prior research on customer engagement typically focused on engagement and loyalty in loyalty program context, while the impact of rewarded customer engagement on program members has largely been missed out. Additionally, no prior study yet has focused on the conceptualization of rewarded customer engagement, while exploring and comparing its significance on various digital platforms, such as loyalty programs and Metaverse. Thus, this study aims to conceptualize rewarded customer engagement while investigating its impact on loyalty program members, and whether it induces and/or encourages their engagement in brand’s Metaverse platform(s).