The Influence of Experience of Cosmetic Brand Metaverse on Brand Commitment and Attitude

Abstract

With the dramatic development of digital technology after the Fourth Industrial Revolution and spread of non-contact online consumption culture since the outbreak of COVID-19, cosmetics manufacturers have been active in penetrating into the metaverse market with a goal of building a decent consumption relationship. Under these circumstances, this study attempted to investigate the influence of brand experience in the metaverse on brand commitment and brand attitude against domestic cosmetic brands. For this, a questionnaire survey was performed against a total of 350 girls and young women in their 10-20s who used a cosmetic brand metaverse service over the past 6 months at least through an online research agency, and the results found the followings: In the experience of cosmetic brand metaverse, ‘recreational experience’, ‘escapist experience’, ‘aesthetic experience’ and ‘educational experience’ had a significant influence on brand commitment and brand attitude while brand commitment showed a significant effect on brand attitude. These days, there has been a rising demand for non-contact services in cosmetics industry. In such situations, this study is meaningful in that it provides basic data which are needed for the qualitative improvement of cosmetic brand metaverse environments.