A Study on the Space Elements in Metaverse Retail Based on User Experience Design

Abstract

Many people are interested in the Metaverse, a new world that transcends reality. It is a next-generation platform with high potential for industrial growth. Many brands are overcoming the limitations of existing offline stores and opening stores in the Metaverse world where a more immersive experience is possible. However, Metaverse retail is still limited to marketing use or event and has not been established as an actual shopping system. Therefore, research on more specific and practical implementation is required. Since the Metaverse is a virtual environment that exists based on the real environment, this study aims to understand the user experience characteristics and analyze the Metaverse shopping space element characteristics. In this paper, we analyze about Metaverse retail and derive spatial elements of Metaverse shopping based on existing physical shopping space. Then, experience design theories were studied and the evaluation factors of user experience design were derived. Based on the evaluation factors, four domestic cases of Metaverse retail were selected and spatial elements and experience design were evaluated. In terms of experience design, the effective of satisfying actual user needs was insufficient, and the secure was low due to uncertain system reliability. However, in some cases, the related of interaction between users, the attractive of pleasure, and the valuable of content were high in unreal environment of Metaverse. The Metaverse space elements derived and evaluation factors in terms of user experience design proposed in the study will help in the efficient implementation and development of Metaverse retail.