Exploring Metaverse Consumers’ Motivations and Satisfactions : Why People Buy and Engage with Beauty Brands in Virtual Space?

초록

This study explores why women aged 20-60 engage with the Metaverse to purchase beauty brands, examining their motivations and the impact of this virtual space on their consumption behavior. By focusing on women in Seoul and its metropolitan area, an empirical survey was conducted with a sample of 300 participants, employing factor and regression analyses. Findings reveal four primary motivations: access to informative beauty content, friendly social interactions, immersive virtual experiences, and aesthetic avatar preferences. Regression analysis highlights that users are drawn to the Metaverse due to its wealth of information, user-friendly interactions, and seamless integration with real-world experiences, ultimately fostering higher engagement and consumption. This research aims to inform strategic advancements in Metaverse-based beauty services, helping enhance consumer satisfaction and support institutional and policy-driven initiatives to strengthen the beauty industry within the virtual space.

키워드