Why do people buy apparel in the virtual world? The influence of cool and interactivity on purchase intentions
Yaqi Wang · SHS Web of Conferences · 2023
The meta-universe notion is regularly introduced in the digital era, and meta-universe virtual apparel has become a new trend with the growth of Internet technology. With highly tailored, technological, and intelligent properties, virtual clothing can imitate the digital environment in digital form. Based on self-presentation theory, this research investigates these elements and provides a conceptual model, followed by an empirical test utilizing samples from a questionnaire survey. The findings show that cool and interactivity have a substantial influence on purchase intention for virtual apparel. And online self-presentation desire plays a mediating role. On this ground, it is proposed that the virtual world creates an environment of new and trendy social interaction.