Article2023

Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world

109 citations0/0 files storedJournal of Global Fashion Marketing

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Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

The aim of this study was to examine the role of “avatar” in the metaverse, specifically, by exploring how appearance similarity with an avatar affects virtual product purchase intention, which is mediated by self-congruence and flow. Further, this study also attempted to find how human behavior in the virtual world could affect behavior in the real world. An online survey was administered to a total of 164 users of a popular South Korean metaverse platform ZEPETO. The findings indicated that the appearance similarity with the avatar influenced virtual product purchase intention, and this relationship was fully mediated by avatar-self congruence and flow. This study also found that virtual product purchase intention could influence real product purchase intention. Based on these findings, it is suggested high-quality avatar customization is critical for users, and retail brands can utilize metaverse as a new marketing tool and as a testbed for new products.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2011PLS-SEM: Indeed a Silver Bullet 1998Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.1988Possessions and the Extended Self 2008Measuring and defining the experience of immersion in games 2011Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self 1987Identity negotiation: Where two roads meet.2004Flow and Media Enjoyment

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