Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on Fashion Item Purchase Decision-Making Process of ZEPETO and Roblox of MZ Generation - Focused on Self-expression -

MZ세대의 제페토와 로블록스 패션 아이템 구매의사결정과정에 관한 연구 - 자아 표현을 중심으로 -

  • Lee, Seowon (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Kim, Nayoon (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Jeon, Dabeen (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Han, Yealim (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Shin, Eunjung (Dept. of Clothing & Textile, Yonsei University)
  • 이서원 (경희대학교 의류디자인학과) ;
  • 김나윤 (경희대학교 의류디자인학과) ;
  • 전다빈 (경희대학교 의류디자인학과) ;
  • 한예림 (경희대학교 의류디자인학과) ;
  • 신은정 (연세대학교 의류환경학과)
  • Received : 2022.07.19
  • Accepted : 2022.08.31
  • Published : 2022.08.30
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Abstract

This study aims to analyze consumers' purchase decision-making process of buying avatar fashion items on the Metaverse platform. Drawing on the connection between the self-expression tendency of the MZ generation and that of avatars in the Metaverse, this study uses a qualitative research method to analyze how consumers express their self-image through the appearance of their avatars. Unlike previous studies on the clothing purchase decision-making process, this study shows that purchasing and consumption behavior involve the following six stages: recognizing desire, collecting information, evaluating alternatives, making purchases, evaluating the consumption, and post-purchase action-taking. In the first stage of the purchase decision-making process, consumers' desire arises with self-image expression and confirmation. In the second stage, consumers have a high tendency to shop in the best item category. In the alternative evaluation stage, consumers tend to seek items that match their highest standard while considering their personal preferences. In the fourth stage, when making actual purchases, unplanned purchase behavior often occurs along with an active practice of alternative evaluation. In the fifth stage, the evaluation of the consumption shows that consumers achieve satisfaction by applying a style to their avatars that they are unable to try in the real world. In the last stage, consumers often use their purchases to communicate their various styles with other online consumers. Therefore, we conclude that the online purchase decision-making process differs from the offline process as it is divided into six stages.

Keywords

References

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