International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

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
Download PDF
⟨ Previous Next ⟩

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.

Keywords

References

  1. K. G. Barrera and D. Shah, "Marketing in the Metaverse: Conceptual Understanding, Framework, and Research Agenda," Journal of Business Research, Vol. 155, Vol. 1, 113420, 2023. DOI: https://doi.org/10.1016/j.jbusres.2022.113420
  2. M. Wedel, E. Bigne, and J. Zhang, "Virtual and Augmented Reality: Advancing Research in Consumer Marketing," International Journal of Research in Marketing, Vol. 37, No. 3, pp. 443-465, 2020. DOI: https://doi.org/10.1016/j.ijresmar.2020.04.004
  3. M. Yeom, S. Lee, Y. Park, and K. Han, "Augmented Reality Game of Experiential Metaverse based on Landmark," The Journal of The Institute of Internet, Broadcasting and Communication (IIBC), Vol. 23, No. 6, pp.109-117, December 2023. DOI: https://doi.org/10.7236/JIIBC.2023.23.6.109
  4. S. Hwang. and S. Shin, "The Effects of the Virtual Avatar Fitting Models for Apparel E-Commerce in Consumer's Purchasing Behavior: Comparing Traditional Model with Virtual Avatar Model," Journal of Fashion Business, Vol. 17, No. 5, pp. 57-69, 2013. DOI: http://dx.doi.org/10.12940/jfb.2013.17.5.57
  5. S. Periyasami and A. P. Periyasamy, "Metaverse as Future Promising Platform Business Model: Case Study on Fashion Value Chain," Businesses, Vol. 2, No. 4, pp. 527-545, 2022. DOI: https://doi.org/10.3390/businesses2040033
  6. J. N. Sheth, I. N. Bruce, and L. G. Barbara, "Consumption Value and Market Choice: Theory and Applications, South-western Publishing Co., pp.216-221, 1991.
  7. J. D. N. Dionisio, W. G. Burns III, and R. Gilbert, "3D Virtual Worlds and the Metaverse: Current Status and Future Possibilities," ACM Computing Surveys (CSUR), Vol. 45, No. 3, pp. 1-38, 2013. DOI: https://doi.org/10.1145/2480741.2480751
  8. Z. Ghali, R. A. Rather, and I. Khan, "Investigating Metaverse Marketing-enabled Consumers' Social Presence, Attachment, Engagement and (Re)Visit Intentions," Journal of Retailing and Consumer Services, Vol. 77, 103671, March 2024. DOI: https://doi.org/10.1016/j.jretconser.2023.103671
  9. A. Mehrotra, R. Agarwal, A. Khalil, A. A. Alzeiby, and V. Agarwal, "Nitty-gritties of Customer Experience in Metaverse Retailing", Journal of Retailing and Consumer Services, Vol. 79, 103876, July 2024. DOI: https://doi.org/10.1016/j.jretconser.2024.103876
  10. E. B. Nash, G. W. Edwards, J. A. Thompson, and W. Barfield, "A Review of Presence and Performance in Virtual Environments," International Journal of Human-Computer Interaction, Vol. 12, No. 1, pp. 1-41, 2000. DOI: https://doi.org/10.1207/S15327590IJHC1201_1
  11. J. Ming, Z. Jianqiu, M. Bilal, U. Akram, and M. Fan, "How Social Presence Influences Impulse Buying Behavior in Live Streaming Commerce? The Role of S-O-R Theory", International Journal of Web Information Systems, Vol. 17, No. 4, pp. 300-320, 2021. DOI: https://doi.org/10.1108/IJWIS-02-2021-0012
  12. S. L. Han, M. An, J. J. Han, and J. Lee, "Telepresence, Time Distortion, and Consumer Traits of Virtual Reality Shopping," Journal of Business Research, Vol. 118, pp. 311-320, 2020. DOI: https://doi.org/10.1016/j.jbusres.2020.06.056
  13. D. Freeman, S. Reeve, A. Robinson, A. Ehlers, D. Clark, B. Spanlang, and M. Slater, "Virtual Reality in the Assessment, Understanding, and Treatment of Mental Health Disorders," Psychological Medicine, Vol. 47, No. 14, pp. 2393-2400, 2017. DOI: https://doi.org/10.1017/S003329171700040X
  14. Y. Zhao, A. Wang, and Y. Sun, "Technological Environment, Virtual Experience, and MOOC Continuance: A Stimulus-Organism-Response Perspective," Computers & Education, Vol. 144, 103721, January 2020. DOI: https://doi.org/10.1016/j.compedu.2019.103721
  15. F. Tseng, T. Huang, T. Pham, T. Cheng, and C. Teng, "How Does Media Richness Foster Online Gamer Loyalty?" International Journal of Information Management, Vol. 62, 102439, February 2022. DOI: https://doi.org/10.1016/j.ijinfomgt.2021.102439
  16. C. X. Ou, P. A. Pavlou, and R. M. Davison, "Swift Guanxi in Online Marketplaces: The Role of Computermediated Communication Technologies," MIS Quarterly, Vol. 38, No. 1, pp. 209-230, 2014. https://doi.org/10.25300/MISQ/2014/38.1.10
  17. R. A. Westbrook and W. C. Black, "A Motivation-based Shopper Typology," Journal of Retailing, Vol. 61, No. 1, pp. 78-103, 1985.
  18. P. Nelson, "Information and Consumer Behavior," Journal of Political Economy, Vol. 78, No. 2, 311-329, 1970. https://doi.org/10.1086/259630
  19. M. Rokeach, The Nature of Human Values, Free Press, pp. 103-112, 1973.
  20. H. J. Park and N. J. Rabolt, "Cultural Value, Consumption Value, and Global Brand Image: A Cross-national Study," Psychology & Marketing, Vol. 26, No. 8, pp. 714-735, 2009. DOI: https://doi.org/10.1002/mar.20296
  21. V. A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, Vol. 52, No. 3, pp. 2-22, 1988. DOI: https://doi.org/10.1177/002224298805200302
  22. Y. Park, E. Ko, and B. Do, "The Perceived Value of Digital Fashion Product and Purchase Intention: The Mediating Role of the Flow Experience in Metaverse Platforms", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 11, pp. 2645-2665, 2023. DOI: https://doi.org/10.1108/APJML-11-2022-0945
  23. J. Bae, S. Kim, and D. Gu, "Influence the Effect of Perceived Values of Game Items and Purchase Intention on Game Loyalty: Focused on the Relationship between Augmenting Products and Core Service," Management Education Research, Vol. 33, No. 1, pp. 385-404, 2018. DOI: https://doi.org/10.23839/kabe.2018.33.1.385
  24. O. Turel, A. Serenko, and N. Bontis, "User Acceptance of Hedonic Digital Artifacts: A Theory of Consumption Values Perspective," Information & Management, Vol. 47, No. 1, pp. 53-59, 2010. DOI: https://doi.org/10.1016/j.im.2009.10.002
  25. T. L. Childers, C. L. Carr, J. Peck, and S. Carson, "Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior," Journal of Retailing, Vol. 77, No. 4, pp. 511-535, 2012. DOI: https://doi.org/10.1016/S0022- 4359(01)00056-2.
  26. T. Tanjaya and L. Salim, "Character Identification, Game's Satisfaction, Visual Authority Value, Monetary Value, and Purchase Intention of Overwatch Game Item," Fokus Ekonomi: Jurnal Ilmiah Ekonomi, Vol. 17, No. 1, pp. 192-206, 2022. DOI: https://doi.org/10.34152/fe.17.1.192-206
  27. B. Park and K. C. Lee, "Exploring the Value of Purchasing Online Game Items," Computers in Human Behavior, Vol. 27, No. 6, pp. 2178-2185, 2011. DOI: https://doi.org/10.1016/j.chb.2011.06.013
  28. X. Wang, A. H. Butt, Q. Zhang, N. Shafique, and H. Ahmad, "Celebrity Avatar" Feasting on In-Game Items: A Gamers' Play Arena," Sage Open, Vol. 11, No. 2, 2021. DOI: https://doi.org/10.1177/21582440211015716
  29. P. Vishwakarma, S. Mukherjee, and B. Datta, "Travelers' Intention to Adopt Virtual Reality: A Consumer Value Perspective," Journal of Destination Marketing & Management, Vol. 17, 100456, September 2020. DOI: https://doi.org/10.1016/j.jdmm.2020.100456
  30. C. Chou and A. Kimsuwan, "Factors Affecting Purchase Intention of Online Game [repayment Card-Evidence from Thailand," Journal of Internet Banking and Commerce, Vol. 18. No. 3, pp. 1-13, 2013.
  31. R. Benabou and J. Tirole, "Mindful Economics: The Production, Consumption, and Value of Beliefs," Journal of Economic Perspectives, Vol. 30, No. 3, pp. 141-164, 2016. DOI: https://doi.org/10.1257/jep.30.3.141
  32. D. Zilberman and A. Heiman, "The Value of Economic Research," American Journal of Agricultural Economics, Vol. 79, No. 5, pp. 1539-1544, 1997. DOI: https://doi.org/10.2307/1244378
  33. S. Han and M. Ahn, "Analysis of Remote Presence and Consumer Purchasing Behavior in A Virtual Reality Distribution Environment," Distribution Research, Vol. 24, No. 1, pp. 51-71, 2019. https://doi.org/10.17657/jcr.2019.1.31.3
  34. T. Kim and F. Biocca, "Telepresence via Television: Two Dimensions of Telepresence May Have Different Connections to Memory and Persuasion," Journal of Computer-mediated Communication, Vol. 3, No. 2, JCMC325, 1997. DOI: https://doi.org/10.1111/j.1083-6101.1997.tb00073.x
  35. I. Ajzen and M. Fishbein, "A Bayesian Analysis of Attribution Processes," Psychological Bulletin, Vol. 82, No. 2, pp. 261-277. 1975. DOI: https://doi.org/10.1037/h0076477
  36. J. N. Sheth, "Measurement of Advertising Effectiveness: Some Theoretical Considerations," Journal of Advertising, Vol. 3, No. 1, pp. 6-11, 1974. DOI: https://doi.org/10.1080/00913367.1974.10672505
  37. K. Cho and E. Park, "Comparative Study of Shopping Channels Focusing on TV Home Shopping, T-commerce, and Online Shopping," Public Policy Research, Vol. 38, No. 2, pp. 421-454, 2021. https://doi.org/10.33471/ILA.38.2.16
  38. K. P. Wiedmann, N. Hennigs, and A. Siebels, "Value-based Segmentation of Luxury Consumption Behavior," Psychology & Marketing, Vol. 26, No. 7, pp. 625-651, 2009. DOI: https://doi.org/10.1002/mar.20292
  39. L. J. Cronbach, "Coefficient Alpha and the Internal Structure of Tests," Psychometrika, Vol. 16, pp. 297-334, 1951. DOI: https://doi.org/10.1007/BF02310555
  40. R. M. Baron and D. A. Kenny, "The Moderator-mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations," Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173-1182, 1986. DOI: https://doi.org/10.1037/0022-3514.51.6.1173