International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Role of Perceived Value of Avatar's Virtual Fashion in Metaverse on the Impact of Sense of Presence on Purchase Intention

  • Eun-Jung Lee (Department of Fashion Design, Kookmin University) ;
  • Ji-Hye Jeon (Graduate School of Design, Kookmin University)
  • Received : 2024.07.11
  • Accepted : 2024.07.25
  • Published : 2024.08.31
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Abstract

With the advent of Metaverse, a promising new era for business on virtual reality (VR) platforms has dawned. In this rapidly expanding Metaverse platform, the potential for virtual fashion marketing through avatars is vast, with leading fashion brands already making strides by creating virtual fashion stores or hosting virtual fashion shows. However, the research on fashion-related industries in this newly emerging virtual world platform is still in its infancy. This study sought to identify the relationship between the characteristics of the Metaverse and the factors that influence how the perceived value of virtual fashion products affects purchase intention. A survey was conducted with three hundred Korean respondents, and the hypothesis was verified through analysis using the SPSS statistical program. Our analysis revealed that the sense of presence significantly influences the value of fashion products on the Metaverse platform. As a result, the sense of presence significantly influenced the emotional, visual authority, and economic value of the avatar virtual fashion perceived by users. Second, enjoyment, visual authority, and economic value influence users' intention to purchase virtual fashion items. In addition, all of these perceived value factors were confirmed to have a significant partial mediating effect on the impact of the presence of the Metaverse platform on the purchase intention. Through this study, we empirically analyzed the causal relationship between the characteristics of the Metaverse platform and the virtual fashion experience using avatars - a topic that has yet to be covered. We formed new insights into virtual fashion consumption, providing primary data for related research streams. Our survey respondents consisted only of those with recent Metaverse experience, so the research results were highly effective.

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