Consumer Behavior

From Socializing to Styling: How Social Interactions Motivate Metaverse Fashion Consumption

---

Abstract

As the metaverse gains popularity, users increasingly invest in digital avatars, driving retail opportunities, particularly in virtual fashion. Despite the growing interest, research on consumer behavior in the metaverse remains limited. Drawing on theories of social presence, escapism, and self-extension, this study seeks to explore how consumers' social interactions in the metaverse influence their psychological and financial investment in their avatars. A survey of 195 metaverse users reveals that these social interactions strengthen their connection to the virtual world through self-extension via avatars and emotional attachment to the virtual space, ultimately increasing their intention to purchase virtual fashion items. These findings highlight the importance of social dynamics in shaping metaverse consumer behavior and offer key insights for marketers targeting virtual product markets.

Keywords: metaverse, social interaction, virtual fashion consumption

How to Cite:

Kwon, S. & Im, H., (2025) “From Socializing to Styling: How Social Interactions Motivate Metaverse Fashion Consumption”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18813