Generation Z’s intention to use digital fashion items in the Metaverse

IF 2.7 Q2 BUSINESS Journal of Consumer Marketing Pub Date : 2024-08-27 DOI:10.1108/jcm-11-2023-6405
Matilde Milanesi, Giulia Monteverde, Andrea Runfola, Ivana Kursan Milaković, Simone Guercini
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Abstract

Purpose

Fashion companies have been among the first to ride the new trend and develop projects for the Metaverse, considering Generation Z (Gen Z) as a relevant target. The paper aims to investigate Gen Z consumers’ intention to use digital fashion items in the Metaverse.

Design/methodology/approach

The study relies on the technology acceptance model (TAM). The authors include specific aspects of the Metaverse: the user-avatar identification and the development of an alternative identity; fashion innovativeness is discussed as a moderator variable. The model is tested on Gen Z consumers, with 329 survey responses collected in 2022 and analyzed using structural equation modeling (SEM).

Findings

The paper shows that the two external and explanatory variables the authors added, i.e. user-avatar identification and alternative identity, positively and directly impact the individual attitude to use digital fashion items in the Metaverse. Moreover, according to the proposed research model, the moderating effect concerning fashion innovativeness has positive and negative consequences.

Originality/value

Using TAM, the authors explored consumers’ perceptions (perceived usefulness and ease of use), attitudes and intentions regarding the new technology context (digital fashion in the Metaverse). This study enriched TAM with new consumer marketing constructs (user-avatar identification and alternative identity) and their relationships with consumers’ intention to use digital fashion items in the Metaverse. This study also contributed to TAM by exploring the relevance of moderating the effects of consumer fashion innovativeness on consumers’ intentions and attitudes in the novel context of digital fashion in the Metaverse. The paper contributes to the academic debate by focusing on the individual and personal sphere of the consumer moving in the Metaverse digital environment. The marketing-focused study develops research on Gen Z consumers to provide new insights and possible opportunities for marketers in the Metaverse.

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Z 世代在 Metaverse 中使用数码时尚物品的意向
目的时尚公司已成为首批顺应新趋势并为 Metaverse 开发项目的公司之一,并将 Z 世代(Gen Z)视为相关目标群体。本文旨在调查 Z 世代消费者在 Metaverse 中使用数字时尚项目的意向。作者将 Metaverse 的具体方面包括:用户头像识别和替代身份的发展;将时尚创新性作为调节变量进行讨论。论文结果表明,作者添加的两个外部解释变量,即用户头像识别和另类身份,对个人在 Metaverse 中使用数字时尚产品的态度产生了积极而直接的影响。此外,根据所提出的研究模型,有关时尚创新性的调节效应会产生积极和消极的影响。原创性/价值作者利用 TAM,探讨了消费者对新技术环境(Metaverse 中的数字时尚)的感知(感知有用性和易用性)、态度和意向。这项研究丰富了 TAM 的内容,增加了新的消费者营销建构(用户头像识别和替代身份)及其与消费者在 Metaverse 中使用数字时尚产品的意向之间的关系。本研究还探讨了在新颖的 Metaverse 数字时尚背景下,消费者时尚创新性对消费者意图和态度影响的调节作用的相关性,从而为 TAM 做出了贡献。本文通过关注在 Metaverse 数字环境中移动的消费者的个体和个人领域,为学术讨论做出了贡献。这项以市场营销为重点的研究发展了对 Z 世代消费者的研究,为市场营销人员在 Metaverse 中提供了新的见解和可能的机遇。
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
期刊最新文献
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