Singh, Gurmeet and Sharma, Shavneet
(2022)
Gaming and luxury fashion: exploring factors driving gamers’ luxury virtual in - game fashion.
[Conference Proceedings]
Abstract
This study investigates the factors driving gamers’ intention to purchase virtual luxury fashion in online games. The study’s conceptual framework is grounded in the social identity and social capital theory. A total of 468 responses were collected using an online survey from Fortnite players and analyzed using covariance-based structural equation modelling (CB-SEM). The results reveal that avatar identification was positively associated with perceived value, social presence, and intention to purchase virtual luxury fashion. Perceived value and social presence were positively associated with intending to purchase virtual luxury fashion. Brand love strengthened the positive association between the perceived value and social presence on the intention to purchase virtual luxury fashion. This study contributes to the marketing and information systems literature by offering the first insights into virtual luxury fashion in online games. The findings would assist game developers and marketers in better understanding gamer behaviour to capitalize on virtual luxury fashion.
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