• Journal of Fashion Business
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• v.20 no.4
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• pp.207-225
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• 2016

This study aims to analyze the impact of negative review type, brand reputation and opportunity scarcity perception, on preferences of fashion products in social commerce. For the above evaluation, we used the 2 (negative review type: objective/subjective) ${\times}2$ (brand reputation: high/low) ${\times}2$ (opportunity scarcity perception: high/low) model, designed with three mixed elements. We enrolled 260 women in their 20s and 30s, who live in Seoul and have used social commerce; a final total of 207 subjects were considered for analysis. The data were analyzed using the SPSS 18 program and reliability test, t-test and three-way ANOVA were performed. Following observations were made: First, preferences were higher when the subjects read objective negative reviews than subjective negative reviews, and when a fashion product was from a brand of high reputation than a brand of low reputation. Second, the interaction effect between negative review type and brand reputation was greater among the subjects whose opportunity scarcity perception is high, than those having low opportunity scarcity perception. Thus, we conclude that the social commerce should encourage consumers to write more objective reviews, and fashion brands should manage their reputations well. Also, social commerce can use scarcity messages aggressively to increase preferences of global fashion luxury goods, which is actively marketed in social commerce since 2015.

• Journal of Fashion Business
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• v.28 no.2
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• pp.1-14
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• 2024

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.