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한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.48 no.1, 2024년, pp.82 - 93
박신영 (서울여자대학교 패션산업학과) , 신수연 (서울여자대학교 패션산업학과)
AI-Helper
This study confirms how brand experiences perceived by consumers in the metaverse affect their pleasure and behavioral intentions (intention to use the platform, and purchase the virtual product). The results of this study are as follows. First, consumers have sensory, affective, behavioral, and int...
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