Discover the latest research on Metaverse Consumer Behavior, focusing on 3 core elements: online shared 3D space, digital avatar, and branded digital fashion

Excited to share our latest publication from the ai-FaMe (AI-Integrated Fashion Metaverse) research project, titled "Metaverse consumer behavior: Investigating factors driving consumer participation in the transitory metaverse, avatar personalization, and digital fashion adoption."

A heartfelt thank you to my dedicated co-authors and co-investigators: Professor Christina Wong, Dr. Magnum Lam, and Miss. Sze Man Chong, along with our amazing collaborator, Dr. Eugene Cheng-Xi Aw, whose thoughtful insights and contributions greatly enhanced this work. It is always a privilege and delight to collaborate with such exceptional colleagues and scholars! 🙌💖

🔍 So, what did we discover?

Our study dives deep into the consumer behavior driving participation in the transitory metaverse through in-depth qualitative analysis and offers a conceptual framework for understanding three core elements:

1. Online shared 3D spaces
2. Digital avatars
3. Branded digital fashion

🔑 Key insights from our study:

1. We have thoroughly identified the distinctions between the transitory metaverse and traditional social media and online games.

2. Consumers are attracted to the transitory metaverse by three main drivers: the desire for a serene escape, a sense of virtual ownership and empowerment, and the opportunity for liminal interaction.

3. Avatar customization was guided by three core motivations: mood-driven self-expression, freedom from societal norms, and the pursuit of social recognition.

4. Personalized avatars were seen as virtual representations of the self—whether as doppelgängers, idealized personas, or playful virtual dolls.

5. Branded digital fashion resonated with consumers due to its visual appeal, affordability, real-world connections, and support for beloved brands.

As the metaverse continues to reshape the future of retail and marketing, this research provides valuable insights and actionable strategies for brands eager to succeed in this evolving space.

Special thanks to the Journal of Retailing and Consumer Services, the Editors-in-Chief (Professors Harry Timmermans and Soora Rasouli), and the reviewers for recognizing the value of qualitative research which requires substantial time and effort, yet is frequently underappreciated.

📄 If you are interested in the full story, we invite you to explore the paper and findings here: https://doi.org/10.1016/j.jretconser.2024.104094
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#DigitalAvatar #DigitalFashion
#JournalOfRetailingAndConsumerServices