인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
소속 기관이 없으신 경우, 개인 정기구독을 하시면 저렴하게
논문을 무제한 열람 이용할 수 있어요.
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
This study examines how psychological distance influences message appeal strategies in the metaverse, focusing on purchase intention and regulatory fit. Using Construal-Level Theory and Regulatory Focus Theory, it explores how temporal and virtual distances affect consumer preferences for desirability- and feasibility-focused messages, as well as promotion- and prevention-focused messages, through two experimental studies.
Study 1 analyzed the interaction between temporal and virtual distances on message preferences. Feasibility-focused messages were effective only when both distances were close, while desirability-focused messages were effective across all distances, particularly in the metaverse, where virtual distance is inherently greater.
Study 2 investigated regulatory focus and virtual distance effects on purchase intention. Promotion-focused messages aligned well with metaverse avatars, reflecting abstract, long-term goals and distant virtual distance. Conversely, prevention-focused messages were more effective for real-world selves, emphasizing safety and practicality at closer distances. The "feeling right" mechanism mediated the relationship between regulatory fit and purchase intention.
These findings suggest that dynamic message strategies tailored to psychological distance, regulatory focus, and platform context can enhance engagement and purchase intentions. The study provides actionable insights for optimizing marketing strategies in both traditional e-commerce and metaverse platforms.
Study 1 analyzed the interaction between temporal and virtual distances on message preferences. Feasibility-focused messages were effective only when both distances were close, while desirability-focused messages were effective across all distances, particularly in the metaverse, where virtual distance is inherently greater.
Study 2 investigated regulatory focus and virtual distance effects on purchase intention. Promotion-focused messages aligned well with metaverse avatars, reflecting abstract, long-term goals and distant virtual distance. Conversely, prevention-focused messages were more effective for real-world selves, emphasizing safety and practicality at closer distances. The "feeling right" mechanism mediated the relationship between regulatory fit and purchase intention.
These findings suggest that dynamic message strategies tailored to psychological distance, regulatory focus, and platform context can enhance engagement and purchase intentions. The study provides actionable insights for optimizing marketing strategies in both traditional e-commerce and metaverse platforms.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-151-25-02-092301364
