메타버스 기반 온라인 수출Biz플랫폼의 3D 가상 전시 경험이 온라인 수출성과 및 고객 만족도에 미치는 영향 분석 = The Impact of 3D Virtual Exhibition Experience in a Metaverse-Based Online Export Platform on Export Performance and Customer Satisfaction

다국어 초록 (Multilingual Abstract)

This study aims to empirically examine the impact of 3D virtual exhibition experiences on online export performance and customer satisfaction within a metaverse-based export platform. The growing adoption of digital technologies and the acceleration of non-face-to-face economic activities due to the COVID-19 pandemic have highlighted the importance of evaluating the effectiveness of metaverse technologies in trade environments. A survey was conducted with 217 corporate representatives using the Meta Trade Daegu (MTD) platform, an online export platform based on metaverse technology, in Daegu Metropolitan City. The study identified five key independent variables: interactivity, product experience quality, spatial immersion, ease of navigation, and digital content credibility. Online export performance and customer satisfaction were set as the dependent variables.
Results revealed that interactivity, product experience quality, and content credibility had significant positive effects on both performance and satisfaction, with interactivity exerting the greatest influence. However, spatial immersion and ease of navigation did not show significant effects. The regression models explained 37.3% of the variance in online export performance and 42.1% in customer satisfaction. These findings suggest that practical functionality and credible content are more critical than visual or immersive elements in virtual trade platforms. The study provides both academic insights into the metaverse–trade performance relationship and practical guidelines for optimizing the design and use of metaverse-based export systems.