메타버스 공연에서의 캐릭터 커스터마이징 경험이 형성하는 관객 참여와 몰입 구조

This study aims to empirically analyze the effects of character customization experience value on viewing intention in a metaverse performance environment, with a particular focus on the mediating roles of self-expression and immersion. As the importance of customization experiences grows within metaverse platforms, this research systematically examines how such experiences influence users’ attitudes and behavioral intentions toward performance content. The study categorizes the value of customization experiences into four subdimensions: functional value, brand value, social value, and economic value. Using a structural equation modeling (SEM) approach, it investigates how each of these factors affects self-expression, immersion, and ultimately, the intention to view performances. Additionally, a bootstrapping technique is applied to test whether self-expression and immersion significantly mediate these relationships. The results indicate that all four dimensions of customization experience value have statistically significant and positive effects on self-expression, immersion, and viewing intention. Among them, brand value and social value showed the strongest influence in terms of standardized coefficients. Furthermore, self-expression and immersion were found to play meaningful mediating roles between customization experience value and viewing intention. Specifically, each value dimension demonstrated significant indirect effects on viewing intention through both self-expression and immersion. This study emphasizes the strategic importance of enhancing self-expression and immersive experiences for audiences in the context of performance content consumption within metaverse platforms. From a practical perspective, the findings suggest that refining customization functions, offering brand-linked items, and designing content that fosters user interaction can effectively increase viewing intention.