Consumer luxury values of virtual luxury fashion in virtual worlds
| Virtual luxury values | Purchase motivation | |
|---|---|---|
| Social value | Conspicuous consumption needs | Consumers acquire VLF to signal social status or to maintain a consistent social identity between real life and VWs |
| Self-expression | ||
| Emotional value | Perceived enjoyment | Consumers purchase VLF because they enjoy the gaming experience with certain characters or feel a connection with them in VWs |
| Emotional connection | ||
| Functional value | Visual aesthetics | Consumers naturally perceive VLF as possessing premium quality and aesthetics due to luxury branding |
| Epistemic value | Novelty | Consumers purchase VLF because such collaborations are novel |
| Conditional value | Continual usage intention | Consumers acquire VLF when the game character they play most frequently has access to luxury items |
| Others | Brand awareness | Consumers purchase VLF because they recognize the brand, and such awareness also contributes to their use of VLF to express themselves in VWs |
| Perceived exclusivity | Consumers' purchase intentions for VLF are influenced by the limited availability of offerings in VWs, and this exclusivity influences their conspicuous consumption needs | |
| Virtual luxury values | Purchase motivation | |
|---|---|---|
| Social value | Conspicuous consumption needs | Consumers acquire VLF to signal social status or to maintain a consistent social identity between real life and VWs |
| Self-expression | ||
| Emotional value | Perceived enjoyment | Consumers purchase VLF because they enjoy the gaming experience with certain characters or feel a connection with them in VWs |
| Emotional connection | ||
| Functional value | Visual aesthetics | Consumers naturally perceive VLF as possessing premium quality and aesthetics due to luxury branding |
| Epistemic value | Novelty | Consumers purchase VLF because such collaborations are novel |
| Conditional value | Continual usage intention | Consumers acquire VLF when the game character they play most frequently has access to luxury items |
| Others | Brand awareness | Consumers purchase VLF because they recognize the brand, and such awareness also contributes to their use of VLF to express themselves in VWs |
| Perceived exclusivity | Consumers' purchase intentions for VLF are influenced by the limited availability of offerings in VWs, and this exclusivity influences their conspicuous consumption needs | |
Source(s): Authors’ own work
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