Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences
The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer’s brand perception a...
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th-mahidol.817972023-05-19T14:39:53Z Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences Wongkitrungrueng A. Mahidol University Computer Science The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer’s brand perception and behavioral responses in the virtual and real world. The covariance-based SEM analysis was conducted based on data from 702 Thai users of Asia’s largest metaverse platform. Results revealed that all three dimensions of value indirectly affect consumer-brand engagement (CBE) through brand image and virtual purchase intention. Hedonic value had no direct effect on consumer responses, but on symbolic and utilitarian value which in turn influences CBE and virtual purchase respectively. As one of the first empirical studies on metaverse brand experience, this study contributed by incorporating multidimensional and interrelated experiential value and examining the mediating role of brand image and virtual purchase. The findings suggest brand design the branded virtual environment to facilitate consumer learning and virtual ownership, and align virtual merchandise and store ambiance with the real world to unify the brand image in both worlds. 2023-05-19T07:39:53Z 2023-05-19T07:39:53Z 2023-01-01 Article International Journal of Human-Computer Interaction (2023) 10.1080/10447318.2023.2175162 15327590 10447318 2-s2.0-85147664262 https://repository.li.mahidol.ac.th/handle/123456789/81797 SCOPUS |
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Computer Science Wongkitrungrueng A. Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences |
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The metaverse connects the physical and digital worlds to improve the consumer experience, but little is known about how consumers respond to branded virtual worlds in real life. This study proposes a model to investigate the influence of metaverse experiential value on consumer’s brand perception and behavioral responses in the virtual and real world. The covariance-based SEM analysis was conducted based on data from 702 Thai users of Asia’s largest metaverse platform. Results revealed that all three dimensions of value indirectly affect consumer-brand engagement (CBE) through brand image and virtual purchase intention. Hedonic value had no direct effect on consumer responses, but on symbolic and utilitarian value which in turn influences CBE and virtual purchase respectively. As one of the first empirical studies on metaverse brand experience, this study contributed by incorporating multidimensional and interrelated experiential value and examining the mediating role of brand image and virtual purchase. The findings suggest brand design the branded virtual environment to facilitate consumer learning and virtual ownership, and align virtual merchandise and store ambiance with the real world to unify the brand image in both worlds. |
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Mahidol University |
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Mahidol University Wongkitrungrueng A. |
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Article |
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Wongkitrungrueng A. |
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Wongkitrungrueng A. |
title |
Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences |
title_short |
Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences |
title_full |
Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences |
title_fullStr |
Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences |
title_full_unstemmed |
Metaverse Meets Branding: Examining Consumer Responses to Immersive Brand Experiences |
title_sort |
metaverse meets branding: examining consumer responses to immersive brand experiences |
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2023 |
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https://repository.li.mahidol.ac.th/handle/123456789/81797 |
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