The capability for Artificial Intelligence in the beauty industry is enormous, as customers are demanding increasingly customized offers that only these strategies can offer. However, there is still a scarcity of empirical research on customer experiences enabled by AI, which highlights this research's relevance, which we intend to bridge.

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.

This study, based on mixed method research design, explores the mechanism by which online service provider experiences are indirectly influenced by service interactions (service manner and need identification) in a rarely explored context (e-learning service and digital product/online MBA). While the service provided by employees is argued to play an important role in consumers’ evaluations of service performance (Vasconcelos et al., 2015), the impact of service interaction on experience (combining credence service theory and customer experience theory) has to date not been explored.

Digital technologies that travel between the real and virtual worlds are rapidly adopted by many fashion brands for building virtual fashion spaces. This study aims to investigate the consumer experience of the components of the virtual fashion show and their effect on virtual fashion space, perceived benefits, perceived risk, and behavioral intention in the immersive fashion virtual space. The stimulus for this study was selected as the Prada virtual reality (VR) fashion show which is one of the most active in the VR field. The influence of perceived virtual fashion space and the moderating effect of VR sickness and fashion innovativeness are discussed. This study provides implications about consumer perception and behavior using VR in the context of virtual fashion space for researchers and practitioners.

Offering a good shopping experience on the web is key for fashion luxury brands. However, it is not a field much analyzed by researchers. This research presents a systematic analysis of the usability of the web and its content in more than 60 fashion luxury e-commerce.

We enjoy various forms of leisure every day. Human play culture continues to change according to the development of technology and social environment. In line with the changing society, humans experience socialization, and the market continues to change in response to human new ways of life.

Sustainability rears its head in the current online marketing and virtual store -research. Sustainability considerations involve pro-environmental-, social- and economic values as well as future generations and continuous innovation (Hanss and Böhm, 2012). Central in the sustainability research is sustainable consumer behavior, which has been found to be subject of intensions varying across different types of consumers, issues, and product categories (O’Rourke and Ringer, 2016). Determining consumers’ general egoistic, altruistic and biospheric values (e.g., De Groot and Steg 2008; Steg et al., 2014) have resulted quite complex and not always so generalizable structural models for sustainable behavior. While value -research has been dominant in determining the sustainability intensions and eventual behavior, there are relatively little solid theories and understating about different psychological processes behind sustainable behavior. Furthermore, the consideration of multiple sustainable consumer behavior outcomes seems to be limited, which can also hamper the development of models and theories (see e.g., Hulland and Houston 2021).

With the development of WEB 3.0 and the metaverse, the emergence of chat GPT, and AI is attracting attention across all industries. AI technologies such as robotics, advanced analytics, and in-store applications created a sensation in the fashion industry, as well as created an exceptional customer experience. In this study, fashion AI types (e.g. AI models: generative, conversational, AI applications: design, production, sales, retail, marketing) and case analysis (e.g. concepts, characteristics, benefits, risks) are examined. Consumer experiences with fashion AI are also discussed for future research directions. Finally, the Fashion AI research framework and research agenda are discussed for future research.

An important segment, tourism e-commerce live streaming (TEcLS) has emerged as a new marketing channel actively embraced by destination marketing organizations (DMO) and tourist firms due to the COVID-19 pandemic. China, Japan, Australia, and many other nations have been selling such tourism products on various platforms. Live e-commerce generates a real-time interactive virtual environment that can be called a livescape. However, many tourism destinations or companies are unaware of the marketing science implications of live streaming and are unsure of their effectiveness or the intricacies of marketing live streaming. Previous research has explored the factors influencing consumer purchase behavior from the product, technology, and live-streamer perspectives, arguing that the advantages of breaking through time and space constraints, strong interactivity, the experience of reality, technological ease of use and usefulness, and celebrity aura encourage online purchases. However, limited investigation has been carried out on the impact of customers’ value-co-creation in livescape when watching tourism live streaming on their purchase intentions considering the key role of engagement. This calls for specific investigation of the phenomenon to facilitate live streaming design and tourism marketing. This study aims to explores the factors influencing consumer purchase intentions in the livescape based on a value co-creation research framework. Compared to traditional e-commerce, livescapes provides the “many-to-many” social presence and an immersive value co-creation platform. Thus, we focus on why and how social presence inspires customer engagement, ultimately leading to purchase intentions. This study finds that, as a crucial marketing tool, the social presence of tourism livescapes can promotes customer engagement, which in turn results in intentions to purchase tourism live-streaming products. Additionally, the mediating role of inspiration (inspired-by and inspired-to) between social presence and customer engagement is examined to reveal the influence mechanism in the tourism context. Finally, this study examines how to create an effective tourism livescape to enhance tourists social presence experience and inspire their engagement, which in turn increases their purchase intention.

Since the impact of COVID-19, the tourism and hospitality (T&H) practitioners have become increasingly aware of the crucial role of technology. The metaverse, which combines multiple emerging technologies, has become a hot topic that can take customers' experience in T&H to the next level. Previous research has already indicated that industrial practitioners should begin to consider business transformation to face the era of the metaverse. The metaverse is a continuum from the digital worlds to the physical worlds, with the convergence of physical and virtual worlds in the middle. Digital worlds include mirror worlds that simulate and reflect the real world and the virtual native, an innovative digital world. The digital twin has been mentioned as being created for destinations, hotels, and resorts, relying on the internet of things (IoT) as a crucial component of metaverse technology. However, previous studies have rarely explored the role of the IoT in the metaverse, particularly for T&H customers' metaverse experience. Therefore, this study aims to explore the role of the IoT in customers' metaverse experience in T&H and provide a clear picture for industrial practitioners to take steps into the metaverse. Exploratory research was adopted, including document analysis, literature review, and in-depth interviews with twelve international metaverse-related company experts. Moreover, this research adopted the thematic analysis technique to analyze the data; the theoretical bases include the Task-Technology Fit (TTF) and the components of metaverse as the lens and framework to develop this research. The findings uncovered three scenes of T&H metaverse experiences, including mirror scenes (that reflect the physical and real world in the digital worlds), convergent scenes (that combine the digital and real worlds), and virtual native scenes (that mainly create a whole new virtual scene but still connect to the real world). All of these scenes require IoT to connect the physical world and digital at different levels. Such as, mirror scenes strongly need digital twin techniques through IoT to enhance the authenticity and synchronicity of digital hotels or attractions to immerse guests. Under a convergent scene, connecting via IoT devices to display visitors' paths in the attractions simultaneously or a message board with IoT functionality for users’ social interactions simultaneously. In a virtual native museum, even though users stay in a whole new virtual world, IoT techniques can transfer users from the real world to the virtual world and make them feel physically present. The results provide practical implementations to integrate the IoT into T&H, increasing customers' metaverse experience and enhancing the creative and innovative aspects of the T&H experience.

Customers’ service experience is related to the perceived state in the process of interacting with the target at various channel touchpoints (Kaushal & Yadav, 2023). Furthermore, positive customers’ service experiences can increase the repurchase intention of buyers by strengthening the interconnection and cooperation between buyers and suppliers in business-to-business (B2B) firms and reinforcing corporate competitive positioning.

Metaverse provides technology for people to connect, find communities, and grow businesses. Its sales have seen growth during the COVID-19 pandemic. In an era of metaverse, luxury brands such as Gucci, Ralph Lauren, Burberry, Balenciaga, and Dolce & Gabbana are trying to adapt to new changes. They launched NFT(Non-fungible token) goods, digital fashion, and virtual luxury goods on various metaverse platforms such as Zepeto, Roblox, and Fortnite. For example, Ralph Lauren in Zepeto provides various types of luxury items, immerses in virtual performances, and has a game plot interaction. As people immerse themselves in the Metaverse, they feel happy from various activities—such as watching advertisements, drinking juice, and playing with friends. Thus, what factors should be considered when the luxury brands manage the metaverse?

Customer experience is a top priority for business executives and a competitive ground for marketing. Business-to-business (B2B) customer experience is more intricate as it involves multiple actors with distinct roles and objectives, necessitating more customization and knowledge. Hence, it is paramount for organizations operating in the B2B space to understand and enhance the customer experience to gain a competitive edge. This complexity is further amplified in cross-border settings where partners face additional differences and distances, requiring even more mutual adaptations than in domestic business interactions. In such scenarios, individuals involved may significantly differ in terms of culture, language, and business practices.

Based on the metaverse situation, this paper explores the influence of perceived usefulness and usability on brand experience. The brand experience include two dimensions of sensory experience and behavioral experience. And then, based on 329 valid data collected through online experiment, it makes an empirical analysis by structural equation model and hierarchical regression. Results show that, metaverse situational perceived usefulness and usability have significant effects on customer sensory experience and behavioral experience, and sensory experience plays a mediating role in the effects of usefulness and usability on behavioral experience. Social presence plays a positive moderating role in the influence path of usefulness and usability on sensory experience and behavioral experience.

Metaverse blends the physical and virtual worlds, transforming the customer's shopping experience. This study aims to identify the psychological mechanism in the metaverse environment and the relationship between metaverse experience and consumer happiness. To identify metaverse experiences, both behavioral and functional magnetic resonance imaging (fMRI) studies were conducted. In a behavioral study, we found that consumers' happiness increased when participants were in an immersive metaverse space. In the fMRI study, we found greater activation in the medial prefrontal cortex (MPFC) and lateral occipital cortex (LOC) regions in the high level of the immersive metaverse and found a positive relationship with consumers' happiness. This paper is the first attempt in marketing to provide an integrative brain map for the metaverse experience. This brain map helps marketers better understand the consumer experience. This study suggests that only in the immersive metaverse space where virtual and physical experiences interact can consumers become one with the virtual space and maximize customer experience values.

Purpose: As the coronavirus disease 2019 (COVID-19) emerged as a global crisis in 2020, nursing students experienced an abrupt transition from offline to online classes. An in-depth understanding of the online learning experiences of nursing students can be used to reorganize nursing education during the pandemic. Therefore, this study explored the online learning experiences of nursing students during the COVID-19 pandemic. Methods: A descriptive qualitative design was employed. This study used purposive sampling to recruit 20 nursing students from a nursing college. Data were collected between November 2021 and March 2022 using semi-structured focus groups or one-to-one in-depth interviews. The collected data were analyzed using inductive content analysis. Results: Five main categories emerged from the analysis: (a) ambivalence toward rapidly changing learning methods, (b) becoming familiar with online learning, (c) facing the limitations of online learning environment, (d) discovering the charm of online learning, and (e) making suggestions for future online learning. Conclusion: Nursing students experienced disappointments and concerns about online learning classes in rapidly changing situations but also experienced an efficient aspect. Psychological support and the latest information should be provided to nursing students who may experience psychological distress during this pandemic. Additionally, learning strategies and methods should be reorganized to reflect the characteristics of nursing courses and the preferences of nursing students.

본 연구의 목적은 가상현실 체육실 수업의 실재 경험이 즐거움과 몰입을 경험할 때 스포츠 활동 참여의도에 어떤 영향을 미치는지 알아보는 것이다. 조사는 초등학교 고학년을 대상으로 총 300명을 60부 씩 표본추출하여 설문지 중 응답이 불성실한 24부를 제외하고 총 276부의 자료를 연구에 사용하였다. 본 연구에서 사용한 데이터 처리는 SPSS ver. 24.0 및 AMOS 버전. 24.0 통계프로그램을 이용하여 확증요인 분석, 빈도분석, Cronbach's α 계수계산, 상관분석, 구조방정식모형분석을 실시하였다. 이러한 과정을 통 해 다음과 같은 결과를 도출하였다. 첫째, 가상현실 체육실 수업의 실재 체험은 즐거움에 정(+)의 영향을 미쳤다. 둘째, 가상현실 체육실 수업에서 즐거움과 몰입의 관계는 정(+)의 영향을 미쳤다. 셋째, 가상현실 체육실 수업의 즐거움은 체육활동 참여의도에 정(+)의 영향을 미쳤다. 넷째, 가상현실 체육실에 참가한 학 생들의 수업몰입도는 향후 체육활동 참여의도에 정(+)의 영향을 미쳤다.

통합항해시스템(INS)은 기존 항해 장비들을 통합하여 부가가치를 제공하는 장치로써 항해 업무 수행을 위한 정보와 기능을 다기능표시장치에(MFD)에 통합하는 것으로 정의된다. IMO 성능 기준은 각 업무에 대한 최소 요구사항을 명시하고 있지만, 장비 및 기 능의 목록은 정의하지 않아 제조사마다 INS의 구성이 상이하고 사용자 관점에 기반 한 지침 또한 부족한 실정이다. 본 연구는 선박 운 용상황 및 수행 업무에 따라 사용자가 요구하는 정보를 분석하고, 이를 INS의 MFD에 효과적으로 구조화하여 INS의 사용성을 높이기 위해 수행되었다. INS 관련 국제 기준 및 제조사의 구성 장비 목록을 분석하여 필수 항해 정보들을 선별하고 MFD 사용 경험이 있는 선박 운항자를 대상으로 카드 소팅 테스트를 실시하여 각 INS 업무에 요구되는 정보들을 분류하도록 하였다. 연구의 결과는 제조사들 이 제품 설계 시 사용자 경험을 반영한 정보 구성에 기본적인 가이드로 활용될 수 있을 것이다.

목적 : 본 연구는 뇌졸중 환자가 외래 작업치료 서비스를 받기 위해 이동하는 동안 경험하는 어려움과 의존성을 현상학적 연구를 통하여 깊이 있게 이해하고 뇌졸중 환자의 이동권과 독립성 확보를 위한 자료로 제시하고자 한다. 연구방법 : 연구 대상자는 현재 재활 병원 외래 재활치료실에 통원 치료 중이며 이동성에 제한을 겪고 있는 뇌졸중 환자들 중 여성 3명, 남성 2명으로 구성하였다. 면담 기간은 2022년 9월이었으며, 자료 수집을 위하여 일대일 심층 면담으로 실시하였고 면담 내용은 녹음 및 필사로 담아 반복적으로 분석하였다. 수집된 자료 분석을 위해 현상학적 연구인 Giorgi의 방법에 따라 4단계로 분석하였다. 결과 : 뇌졸중 환자들의 이동 경험에 대해 면담한 결과, 20개의 의미단위들을 찾아내어 10개의 주요의미와 4개의 주제를 도출하였다. 4개의 주제는 일상생활의 변화, 이동의 제약, 의존적인 몸과 마음, 장애인 이동권에 대한 깜깜함이었으며, 이동과 관련되어 어려움을 겪는 뇌졸중 환자들은 개인이 처한 상황과 신체적인 기능, 주변 환경에 따라 다르게 나타났다. 결론 : 본 연구를 바탕으로 뇌졸중 환자뿐만 아니라 지역사회 내 이동에서 어려움을 겪는 모든 장애인들을 위해 물리적, 환경적 그리고 제도적 개선을 통하여 이들의 이동권을 보장하고 독립성을 향상시킬 수 있는 노력이 필요할 것으로 사료 된다.

한국사회에 웰다잉(well-dying) 담론 확산은 연명의료결정제도 시행 이후 더욱 활발해지고 있으다. 인구구조의 변화 등으로 인해 장기요양이나 돌봄의 중요도가 높아지고 있다. 노인의 의료비 부담과 같은 사회적 이슈와 생애 말 삶의 질이라는 개인적 이슈들이 결합 되면서 아름다운 삶의 마무리에 관한 논의는 더욱 활발해지고 있는 실정이다. 이에 본 연구는 요양병원에서 생애 말기를 보내고 있는 환자들의 웰다잉 문제를 살펴보기 위해 요양병원 종사자 들의 이야기를 듣고, 그들의 죽음 인식과 그들이 경험한 환자와 환자 가족들 의 웰다잉 경험을 듣는 초점집단면접을 실시하였다. 이를 분석하여 4개의 대주제와 그에 따른 11개 하위 주제들을 도출할 수 있었다. 대주제로는 요양 병원 종사자의 관점으로 본 웰다잉의 의미, 제도적으로 웰다잉이 적용되기 힘든 요양병원의 현실, 웰다잉에 대한 종사자들의 바람, 그리고 요양병원과 웰다잉, 공존을 위한 방법들로 나타났다. 이러한 결과를 바탕으로 한국 사회 의 웰다잉에 관한 논의와 요양병원에서의 웰다잉을 위한 몇 가지 방안 제시를 시도하였다.