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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| Format: | Article |
| Language: | English |
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MDPI AG
2023-10-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/18/4/99 |
| _version_ | 1827574426401505280 |
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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. |
| first_indexed | 2024-03-08T20:36:58Z |
| format | Article |
| id | doaj.art-8b51a46cc8e5471ab90d38c0f911632f |
| institution | Directory Open Access Journal |
| issn | 0718-1876 |
| language | English |
| last_indexed | 2024-03-08T20:36:58Z |
| publishDate | 2023-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| 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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