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

Matilde Milanesi (Department of Economics and Management, University of Florence, Florence, Italy)
Giulia Monteverde (Department of Economics, University of Perugia, Perugia, Italy)
Andrea Runfola (Department of Economics, University of Perugia, Perugia, Italy)
Ivana Kursan Milaković (Faculty of Economics, Business and Tourism, University of Split, Split, Croatia)
Simone Guercini (Department of Economics and Management, University of Florence, Florence, Italy)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 27 August 2024

Issue publication date: 3 September 2024

402

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.

Keywords

Acknowledgements

Declarations of interest: The authors report there are no competing interests to declare.

Citation

Milanesi, M., Monteverde, G., Runfola, A., Kursan Milaković, I. and Guercini, S. (2024), "Generation Z’s intention to use digital fashion items in the Metaverse", Journal of Consumer Marketing, Vol. 41 No. 6, pp. 674-689. https://doi.org/10.1108/JCM-11-2023-6405

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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