A study on the impact of fashion brand Metaverse platform characteristics on perceived avatar identity and user purchase intention

• Published in: International Journal of Advanced Culture Technology(IJACT) Vol. 12; no. 3; pp. 406 - 418
• Main Authors: 전지혜, 이은정
• Format: Journal Article
• Language: English
• Published: 국제문화기술진흥원 30.09.2024
• Subjects: 과학기술학; Perceived Avatar Identification; Metaverse Fashion Marketing; Avatar; Purchase Intention
• ISSN: 2288-7202; 2288-7318
• DOI: 10.17703/IJACT.2024.12.3.406

In line with the rapid spread of Metaverse in various marketing areas, fashion companies have also begun to devise various activities using the Metaverse. Fashion experiences within the Metaverse platform must be conducted considering the characteristics of the Metaverse itself. However, there has yet to be any research on Metaverse fashion based on the characteristics of the Metaverse platform itself. Accordingly, this study sought to empirically analyze the impact of various characteristics of the Metaverse platform on consumers' virtual fashion experience within the platform. In particular, this study focused on the relationships among the Metaverse platform characteristics, perceived avatar identity, and the purchase intention of actual fashion products. In order to test the hypotheses, a survey was conducted on 300 Korean male and female consumers with an average age of 39.3 who had experience with virtual fashion through the Metaverse platform. In response to the recent increase in domestic and foreign brands' attempts to experience fashion using ZEPETO, the questionnaire provided an experience scenario that included detailed captured images of the use of avatars in the ZEPETO world. Data was subjected to statistical analysis using the SPSS 28.0 program. The results confirmed that the characteristic factors of the Metaverse platform (i.e., presence, social interactivity, anonymity) had a significant impact on the user's perceived avatar identification. Additionally, perceived avatar identity significantly affected users' purchase intention. Theoretical and managerial implications and study limitations are discussed.