Reason for purchasing virtual luxury fashion in virtual worlds
| Theme | Code | Quotes |
|---|---|---|
| Conspicuous Consumption Needs | VIP Show off | I believe that luxury skins have the same function as this VIP level or title. Some people really like to show off something in games. (P4) |
| Wealthy High status | Luxury skins can help me gain attention from others. … People would believe I am wealthy and have a high status. (P2) Maintaining a high status in-game is also important for me. (P6) | |
| Self-Expression | Fits My style | When my favourite luxury brand appeared in the game, I bought it immediately. If it wasn’t for this brand, I don’t think I would buy it because I buy a brand that fits my style. (P9) |
| Self-image | Look at this (Avatar who wears a virtual luxury handbag), this is exactly me, and this luxury brand really can express my self-image. (P12) | |
| Perceived Enjoyment | Enjoy So much fun Funny | I did enjoy the game when I used this character, so I bought the skins for this character. (P18) Playing this character is so much fun. Wearing different skins to play is funny as well. I have purchased almost all seasonal or limited skins for this character. (P16) |
| Emotional Connection | Player fantasies Ideal partners | The appearance design, body shape, clothing, or personality of certain game characters closely match some players’ fantasies about their ideal partner. (P21) |
| Connection Personality | I often play this character and I think I play well. … I also got that feeling; I feel a connection between us. Maybe it’s because our personalities are so similar. (P15) | |
| Visual Aesthetics | Stunning Premium design | The appearance of luxury skin is different from the normal one and is more stunning. You can see many premium design details in impressive visual effects during character performances and movement. (P17) |
| Novelty | New | It was a little bit impulse buying for me to get this luxury skin. At that time, a real-life brand in a virtual world was new for everyone. (P20) |
| Continual Usage Intention | Keep playing | I usually buy outfits for those characters that I plan to keep playing. (P20) |
| Use/play frequently | I play this character frequently, so I bought the skins for her. (P13) I used to play this character a lot, but I have not played it for a long time now. I think I will buy this luxury skin for her if I am still playing it (the character). (P19) | |
| Brand Awareness | Be familiar with | I am familiar with this luxury brand design, shoes, bags, and clothes. So, when I saw the skin for a game character, I was so surprised this virtual world used that luxury brand’s iconic patterns to design her skin. (P9) |
| Know/understand | I would say that I know this luxury brand very well, a real-life luxury brand that works with video games. Who does not want it? (P1) | |
| Perceived Exclusivity | Limited editions | Luxury, big-brand skins are usually offered in limited editions. (P2) |
| Available for a short period | In the virtual world I play, luxury brands are only available for a very short period, typically just a few weeks. You can only purchase them during that specific week. If you miss this opportunity, you may not be able to get it again. (P10) | |
| Premium price | I wish luxury skins had a premium price that makes them different from others (skins). (P6) |
| Theme | Code | Quotes |
|---|---|---|
| Conspicuous Consumption Needs | VIP | I believe that luxury skins have the same function as this VIP level or title. Some people really like to show off something in games. (P4) |
| Wealthy | Luxury skins can help me gain attention from others. … People would believe I am wealthy and have a high status. (P2) | |
| Self-Expression | Fits | When my favourite luxury brand appeared in the game, I bought it immediately. If it wasn’t for this brand, I don’t think I would buy it because I buy a brand that fits my style. (P9) |
| Self-image | Look at this (Avatar who wears a virtual luxury handbag), this is exactly me, and this luxury brand really can express my self-image. (P12) | |
| Perceived Enjoyment | Enjoy | I did enjoy the game when I used this character, so I bought the skins for this character. (P18) |
| Emotional Connection | Player fantasies Ideal partners | The appearance design, body shape, clothing, or personality of certain game characters closely match some players’ fantasies about their ideal partner. (P21) |
| Connection | I often play this character and I think I play well. … I also got that feeling; I feel a connection between us. Maybe it’s because our personalities are so similar. (P15) | |
| Visual Aesthetics | Stunning | The appearance of luxury skin is different from the normal one and is more stunning. You can see many premium design details in impressive visual effects during character performances and movement. (P17) |
| Novelty | New | It was a little bit impulse buying for me to get this luxury skin. At that time, a real-life brand in a virtual world was new for everyone. (P20) |
| Continual Usage Intention | Keep playing | I usually buy outfits for those characters that I plan to keep playing. (P20) |
| Use/play frequently | I play this character frequently, so I bought the skins for her. (P13) | |
| Brand Awareness | Be familiar with | I am familiar with this luxury brand design, shoes, bags, and clothes. So, when I saw the skin for a game character, I was so surprised this virtual world used that luxury brand’s iconic patterns to design her skin. (P9) |
| Know/understand | I would say that I know this luxury brand very well, a real-life luxury brand that works with video games. Who does not want it? (P1) | |
| Perceived Exclusivity | Limited editions | Luxury, big-brand skins are usually offered in limited editions. (P2) |
| Available for a short period | In the virtual world I play, luxury brands are only available for a very short period, typically just a few weeks. You can only purchase them during that specific week. If you miss this opportunity, you may not be able to get it again. (P10) | |
| Premium price | I wish luxury skins had a premium price that makes them different from others (skins). (P6) |
Source(s): Authors’ own work
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