Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Analysis of Virtual Fashion Style Preferences and Purchasing Behavior of Metaverse Platform 'Zepeto' Users

메타버스 플랫폼 '제페토' 이용자의 가상패션 스타일 선호도 및 구매행태 분석

  • Kim, Kaya (Dept. of Fashion Design, Sejong University) ;
  • Seong, Okjin (Dept. of Fashion Design, Sejong University) ;
  • Kim, Sookjin (Dept. of Fashion Design, Sejong University)
  • 김가야 (세종대학교 패션디자인학과) ;
  • 성옥진 (세종대학교 패션디자인학과) ;
  • 김숙진 (세종대학교 패션디자인학과)
  • Received : 2022.05.23
  • Accepted : 2022.07.13
  • Published : 2022.07.30
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Abstract

In the metaverse, it is important to embellish aesthetics of user with a character called 'Avatar', a virtual representation of the user. This study provides basic data related to the fashion trend of the metaverse by studying 'Zepeto', a representative Korean platform. For empirical research, Zepeto's "Best Items" section were investigated and analyzed in the first pre-survey. Based on this, the second and main survey was conducted using a questionnaire to investigate users' style-specific preferences and purchasing behaviors for virtual fashion, comparing style preferences between virtual and real, brand preferences, and purchasing behaviors of virtual fashion. The survey found that most users were teenage girls with a high preference for pastel-toned, feminine, and cute casual styles who had a much higher interest in brands bearing idol names than in real-world luxury brands. Many responded that they felt burdened by purchasing items that had to be purchased for cash. The same can be assumed to be the reason why they preferred a suit of items that were fully coordinated rather than individual items. These results seem to reflect characteristics of teenage girls who lack cash with a high preference for idols and feminine-cute casual styles. This study suggests considerations when creating virtual fashion items. By providing basic information, more effects and developments in creating virtual fashion items that reflect consumer preferences and reactions are expected in the future.

Keywords

References

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