基于观察法、访谈法和内容分析法，通过剖析品牌元宇宙中的触点、用户体验并划分旅程阶段，构建品牌元宇宙的用户体验旅程。研究发现：品牌元宇宙中的触点包括数字化身、工具包与虚拟场景，用户体验包括认知、情感和行为体验；用户体验旅程由准入、游览与转化阶段中的65条“触点-用户体验”关联路径构成，其中最重要的路径是“虚拟空间室内场景-设计特性感知/品牌或产品知识感知”；基于品牌与基于平台的品牌元宇宙用户体验旅程在准入和转化阶段差异最大；设计特性感知、提高效率分别为感官探索型和价值感知型用户获得的最重要体验，构成两类用户旅程的重要路径存在差异。

Based on observations, interviews, and content analysis, this study constructs the user experience journey within the brand metaverse by analyzing touchpoints, user experiences, and journey stages. The research findings are as follows: the touchpoints in the brand metaverse include digital avatars, toolkits and virtual scenarios, and the user experiences include cognitive, emotional and behavioral experiences. The user experience journey consists of 65 “touchpoint-user experience”associations in the access stage， tour stage and conversion stage, among which the most important path is “indoor scene of virtual space-perception of design features /perception of brand or product knowledge”. The differences between brand-centric and platform-centric metaverse user experience journeys are the most significant in the access and conversion stages. Perception of design features and efficiency improvement are the most important experiences obtained by sensory-oriented users and value-oriented users respectively, and there are differences in the important paths that constitute the two types of user journeys.