ITAA - KSCT Joint Symposium

Exploring the Role of Metaverse Affordances in Shaping Users’ Purchase Intention toward Virtual Products: A Conceptual Framework 

---

Abstract

This study examines the types of metaverse affordances users perceive when engaging with a metaverse app (IMVU), how these affordances shape user experiences, and how they influence purchase intention toward fashion virtual products and continued app use. To address these questions, text mining of user-generated reviews (Study 1) and a literature review (Study 2) were conducted to develop a conceptual framework. Findings identify three key affordances reflected in user reviews: transactional, social, and hedonic. The proposed framework suggests that these affordances shape metaverse identity, which subsequently drives purchase intention for virtual fashion products and continued app use. Theoretically, the study extends affordance theory to the metaverse by identifying core affordances that strengthen users’ identification with the virtual community. Practically, the findings suggest that metaverse platforms should support transactions, social interaction, and enjoyment while fostering community connection to enhance engagement and purchasing behavior.

Keywords: metaverse, affordance theory, purchase intention, text mining

How to Cite:

Jiang, Z. & Kim, T., (2025) “Exploring the Role of Metaverse Affordances in Shaping Users’ Purchase Intention toward Virtual Products: A Conceptual Framework ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21882