Teen girls’ adoption of a virtual fashion world

Abstract

Purpose

The purpose of this study was to improve our understanding of teen consumers’ adoption of virtual fashion. Specifically, the study assessed the effects of individual variables, including fashion innovativeness and peer pressure, on needs gratification, attitudes and adoption of virtual fashion worlds (VFWs) among teen girl consumers.

Design/methodology/approach

An online survey was designed and administered to a convenience sample of female teens. Empirical analyses were performed on 177 valid responses. Structural equation modeling was used to test all hypotheses.

Findings

The results revealed that adoption of VFWs in the sample was affected significantly by teen female consumers’ needs gratification, attitudes about VFWs and fashion innovativeness. However, peer pressure had no effects.

Originality/value

The emergence of different types of virtual worlds has influenced the way in which business is conducted, and VFWs are a popular trend. However, no studies have examined consumers’ adoption of VFWs that promote fashion using avatars and offer similar styles for teens in the real world. The study adds to existing literature related to consumers’ adoption of innovations by integrating communication, sociological and innovation adoption theories.

Citation

Kobia, C. and Liu, C. (2016), "Teen girls’ adoption of a virtual fashion world", Young Consumers, Vol. 17 No. 4, pp. 419-432. https://doi.org/10.1108/YC-07-2016-00617