The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The impact of consumer smartness and the perceived intellectual capital of fashion firm on value co-creation behavior intention in virtual worlds

소비자 스마트니스와 지각된 패션기업 지적자본이 가상세계에서의 가치공동창출행동 의도에 미치는 영향

  • Soo-kyoung Ahn (Dept. of Clothing & Textile, Chonnam National University) ;
  • Eunjeong Ryou (Dept. of Clothing and Textiles, Changwon National University)
  • Received : 2024.02.05
  • Accepted : 2024.03.30
  • Published : 2024.04.30
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Abstract

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

Keywords

Acknowledgement

This work was supported by the research grant of Chonnam National University (2020-3922).

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