Citation

Izani, Mohamad and Abdul Razak, Aishah and Abdul Razak, Norainy and Abas, Nabil (2026) Navigating the Metaverse: A Comprehensive Framework for Establishing and Thriving in Virtual Fashion Retail. In: Intelligent Governance in the Big Data Era. Springer Science and Business Media Deutschland GmbH, pp. 247-259. ISBN 978-3-032-14698-4

Text Navigating the Metaverse_ A Comprehensive Framework for Establishing and Thriving in Virtual Fashion Retail _ Springer Nature Link.pdf - Published Version Restricted to Repository staff only Download (804kB)

Abstract

The Metaverse presents a transformative opportunity for fashion retail, enabling immersive and interactive consumer experiences. This study investigates key factors influencing purchase intention for virtual fashion using survey data from 332 participants. Multiple regression analysis revealed that Hedonic Value (enjoyment) is the strongest predictor of purchase intention, followed by Brand Attitude and Utilitarian Value. In contrast, Social Influence and Openness to Experience showed no significant direct effects. The model explains 66.9% of the variance in purchase intention. These findings extend the Technology Acceptance Model (TAM) by emphasizing experiential over functional or social drivers in virtual fashion adoption. The study offers a practical framework for designers and marketers, highlighting the importance of enjoyable experiences and strong brand positioning. As virtual commerce grows, understanding these intrinsic motivators is vital for building effective Metaverse retail strategies.

Item Type:	Book Section
Uncontrolled Keywords:	Purchase intention
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	05 Jun 2026 09:24
Last Modified:	08 Jun 2026 09:05
URII:	http://shdl.mmu.edu.my/id/eprint/16080

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