Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Identification with avatar and self-reference effects: Impact on perceived attributes and purchase intentions

아바타와의 동일시가 가상 패션 아이템 속성 지각 및 구매의도에 미치는 영향

  • Woojin Choi (School of Fashion and Textiles, The Hong Kong Polytechnic University) ;
  • Yuri Lee (Dept. of Fashion and Textiles/The Research Institute of Human Ecology, Seoul National University)
  • Received : 2024.01.15
  • Accepted : 2024.02.21
  • Published : 2024.05.30
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Abstract

Within the metaverse platform, users engage in communication with others through 'avatars' reflecting their own identities. Users experience various virtual fashion items through avatars, and the fashion industry anticipates avatars wearing virtual fashion items as an emerging business opportunity. Many fashion brands are currently releasing virtual fashion items specifically designed for avatars. In this study, we examined the impact of user identification with their avatar on their perception of the attributes of virtual fashion items (investment attractiveness, scarcity, playfulness, and aesthetics) and its influence on behavioral intentions. The research involved a survey of 250 females with prior knowledge of the metaverse. Structural equation modeling analysis was conducted to examine research hypotheses and validate the model. The results confirmed that as users within the metaverse perceive greater identification with their avatar, they also perceive the attributes of virtual fashion items more favorably. This finding affirms the self-reference effect, where users positively evaluate objects associated with themselves. Additionally, perceiving the attributes of virtual fashion items was found to be positively linked to purchase intentions for virtual products and actual interest in the brand. Lastly, a higher intention to purchase virtual fashion items was associated with forming a more favorable attitude toward the respective brand. Consequently, this study provides academic and practical implications for marketing strategies within the metaverse, emphasizing the active utilization of avatars and elements that facilitate user-avatar identification for effective engagement.

Keywords

References

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