The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Attributes of the metaverse and consumers' perceived values of fashion brands in virtual spaces

패션 브랜드 가상공간에서 메타버스의 속성과 소비자의 지각된 가치

  • Shinyoung Park (Dept. of Fashion Design & Marketing, Seoul Women's University) ;
  • Su-yun Shin (Dept. of Fashion Design & Marketing, Seoul Women's University)
  • 박신영 (서울여자대학교 패션산업학과) ;
  • 신수연 (서울여자대학교 패션산업학과)
  • Received : 2024.02.23
  • Accepted : 2024.05.14
  • Published : 2024.06.30
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Abstract

This study aims to investigate how consumers perceive the attributes (ubiquity, continuity) of metaverse fashion brands in a virtual space. It also empirically verifies the impact on consumers' perceived values (hedonic value, social value) and consumer behavioral intentions (intention to use the platform, intention to purchase virtual products). The results verified in this study are as follows: First, we confirmed that the metaverse attributes perceived by consumers in the virtual space of the fashion brand, ubiquity and daily extension, positively affect customers' perceived hedonic and social values. Second, we found that consumers' perceived hedonic and social values have a significant positive effect on their intention to use the platform. Finally, we found that consumers' intention to use the platform had a significant positive effect on their intention to purchase virtual products. The results of this study will have academic significance by expanding the scope of research related to identifying metaverse attributes and values by identifying metaverse attributes and consumer values that perceived by consumers in fashion brands' virtual spaces in the metaverse. This study suggests a direction and strategy for fashion brands to move forward in building virtual spaces on the metaverse platform. In this way, they can create perceived value for consumers that elicits positive consumer behavioral intentions.

Keywords

Acknowledgement

This work was supported by a research grant from Seoul Women's University (2024-0142).

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