Why do people consume digital virtual fashion?

: an explorative study to understand motivations

Abstract

In the past decade, digital virtual goods (DVG) have become a significant aspect of online consumption (social media, games and virtual communities) and a vast amount of literature has assessed the values consumers perceive from such goods. However, research has neglected to assess one particular type of DVGs: fashion. Due to recent advancements in technology, the consumption of digital virtual fashion (DVF) has gained importance and more brands are selling their clothes as digital collections. The objective of this thesis was to deliver a better understanding of the underlying reasons why consumers purchase DVF. An explorative studyin the form of semi-structured interviews was conducted with 5 participants. The analysis identified four major motivational themes: self-expression, experimentation, social factors and dematerialisation of life. First, DVF serves as a vehicle for identity expression which varies in the degree of similarity to the physical identity. Second, individuals see value in experimentation, which is perceived as easier and less risky. Third, consumption intentions are influenced by social drivers. DVF can enhance social status either through traditional status symbols or novelty. Furthermore, DVF can increase status by showing off expertise in digital technology trends. Lastly, the dematerialisation of life is not a motivation it self but contributes to intensifying the previously named motivations. The findings demonstrate that specific consumer motivations are unique to DVF, which brings important implications for fashion brands and marketers that want to enter or are already present in the DVF market.

Date of Award	17 Oct 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Benjamin Voyer (Supervisor)