메타버스 유통 플랫폼 분석을 통한 소비자 니즈 서비스 연구

The market is expanding around the growth of the XR device market such as VR and AR, which are key technologies for realizing Metaverse, and the size of the global Metaverse market is also increasing every year. Metaverse is expected to spread rapidly in the future, led by the MZ generation, and to expand to the e-commerce market from an advertising revenue model. Distribution companies for communication with consumers are using Metaverse so that consumers can experience new products indirectly, and are communicating with consumers by quickly moving promotional activities from existing online communities or traditional social network service (SNS) channels to the Metaverse platform. Metaverse’s great strength is that it can create new jobs and business opportunities beyond the concept of services and platforms, lead to changes beyond time and space, expand information, content, and services into a three-dimensional space, and apply the way we usually move and communicate. Metaverse distribution is a strategy to satisfy consumers’ needs for communication and experience, promote brands and new products to consumers to maximize viral marketing effects, and lead to actual purchases in the real world. In order to satisfy the needs of experience and experience and improve consumer needs services, shopping channels were opened in virtual reality spaces in line with the trend of market changes centered on Metaverse, and the platforms of leading retailers such as Hyundai Department Store, Lotte Home Shopping, GS Retail, and BGF Retail were analyzed. This study aims to contribute to establishing a competitive Metaverse distribution platform by understanding a new technology called Metaverse, identifying recent digital trends, providing shopping content that can satisfy consumer needs, and proposing service items as improvement measures.