Consumer Behavior

Enhancing Fashion Brand Experience in the Metaverse: An Extended TAM Approach with Gen Z Consumers

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Abstract

Purpose: This study aimed to investigate how the TAM elements—perceived usefulness, ease of use, and enjoyment—and fashion traits influence Gen Z consumers’ adoption of fashion brands’ Metaverse platforms and how the use of Metaverse enhances their brand experience, brand attitude, and purchase intention toward fashion brands.
Method: An online survey was conducted using convenience sampling by recruiting students from a large Midwestern university in the U.S.
Findings: Participants who perceived the NIKELAND Metaverse as more useful and enjoyable responded their brand experience with NIKE as more interesting and engaging. Gen Z consumers who were more involved in fashion reported a more positive brand experience toward Nike. Brand experience significantly influenced both brand attitude toward Nike and purchase intention after participants explored the NIKELAND Metaverse.
Implications: The findings offer practical implications for fashion retailers seeking to integrate Metaverse into their business models as an additional retail channel.

Keywords: Metaverse, usefulness, enjoyment, fashion involvement, brand experience, perceived usefulness, perceived enjoyment

How to Cite:

Ho, X., Yu, U., Ma, Y. & Bergfield, K., (2025) “Enhancing Fashion Brand Experience in the Metaverse: An Extended TAM Approach with Gen Z Consumers”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21922