Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion Specifically

Digital fashion may instill transformative power into the fashion industry as it can simultaneously deliver fashionability and sustainability. Renowned for their innovativeness and creativity, luxury brands embrace digital fashion and achieve market success, indicating the future of digital fashion....

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Autores principales: Yanbo Zhang, Chuanlan Liu, Yanru Lyu
Formato: Artículo
Lenguaje:English
Publicado: MDPI AG 2023-10-01
Colección:Journal of Theoretical and Applied Electronic Commerce Research
Materias:
Acceso en línea:https://www.mdpi.com/0718-1876/18/4/99
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author Yanbo Zhang
Chuanlan Liu
Yanru Lyu
author_facet Yanbo Zhang
Chuanlan Liu
Yanru Lyu
author_sort Yanbo Zhang
collection DOAJ
description Digital fashion may instill transformative power into the fashion industry as it can simultaneously deliver fashionability and sustainability. Renowned for their innovativeness and creativity, luxury brands embrace digital fashion and achieve market success, indicating the future of digital fashion. This research aims to empirically investigate consumers’ general perceptions and evaluations of digital fashion and to specifically examine consumers’ purchase intention of luxury brands’ digital fashion. A total of 214 responses were collected from a U.S.-based research company’s consumer panel. Data were analyzed by using structural equation modeling (SEM). The results revealed that the general attitude toward digital fashion is influenced by four factors: the two specific attitudes toward outfitting avatars and dressing real people’s on-screen bodies in virtual spaces, the perceived social value of digital fashion, and consumer environmental involvement. Furthermore, the general attitude and perceived social value of digital fashion directly affect the purchase intention. This study attempts to extend established theories into the emerging digital fashion context and provides insights and suggestions for digital fashion marketers, particularly for luxury fashion brands.
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spelling doaj.art-8b51a46cc8e5471ab90d38c0f911632f2023-12-22T14:20:11ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762023-10-011841971198910.3390/jtaer18040099Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion SpecificallyYanbo Zhang0Chuanlan Liu1Yanru Lyu2Department of Textile, Apparel Design and Merchandizing, Louisiana State University, Baton Rouge, LA 70803, USADepartment of Textile, Apparel Design and Merchandizing, Louisiana State University, Baton Rouge, LA 70803, USADepartment of Digital Media Arts, School of Media and Design, Beijing Technology and Business University, Beijing 102488, ChinaDigital fashion may instill transformative power into the fashion industry as it can simultaneously deliver fashionability and sustainability. Renowned for their innovativeness and creativity, luxury brands embrace digital fashion and achieve market success, indicating the future of digital fashion. This research aims to empirically investigate consumers’ general perceptions and evaluations of digital fashion and to specifically examine consumers’ purchase intention of luxury brands’ digital fashion. A total of 214 responses were collected from a U.S.-based research company’s consumer panel. Data were analyzed by using structural equation modeling (SEM). The results revealed that the general attitude toward digital fashion is influenced by four factors: the two specific attitudes toward outfitting avatars and dressing real people’s on-screen bodies in virtual spaces, the perceived social value of digital fashion, and consumer environmental involvement. Furthermore, the general attitude and perceived social value of digital fashion directly affect the purchase intention. This study attempts to extend established theories into the emerging digital fashion context and provides insights and suggestions for digital fashion marketers, particularly for luxury fashion brands.https://www.mdpi.com/0718-1876/18/4/99digital fashionsustainabilityluxury brandshierarchical multiple attitudesconsumer environmental involvementcustomer value
spellingShingle Yanbo Zhang
Chuanlan Liu
Yanru Lyu
Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion Specifically
Journal of Theoretical and Applied Electronic Commerce Research
digital fashion
sustainability
luxury brands
hierarchical multiple attitudes
consumer environmental involvement
customer value
title Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion Specifically
title_full Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion Specifically
title_fullStr Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion Specifically
title_full_unstemmed Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion Specifically
title_short Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion Specifically
title_sort examining consumers perceptions of and attitudes toward digital fashion in general and purchase intention of luxury brands digital fashion specifically
topic digital fashion
sustainability
luxury brands
hierarchical multiple attitudes
consumer environmental involvement
customer value
url https://www.mdpi.com/0718-1876/18/4/99
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