Unveiling how consumers accept digital-only fashion: an empirical examination building upon the functional theory of attitudes

Yanbo Zhang and Chuanlan Liu

Journal of Electronic Business & Digital Economics, 2024, vol. 4, issue 1, 54-72

Abstract: Purpose - Digital-only fashion represents an ideal fusion of sustainability and fashionability, garnering growing interest among fashion professionals. However, there is a noticeable gap in research focusing on digital-only fashion acceptance among consumers. Hence, this study aims to empirically examine consumers’ motivations, evaluations and acceptance of digital-only fashion based on the Functional Theory of Attitudes. Design/methodology/approach - A US-based research agency was hired to collect data, resulting in 247 completed survey responses. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. Findings - Testing results highlight that consumer acceptance of digital-only fashion is directly influenced by both overall attitude and self-expressive attitude. Self-expression is particularly pivotal in digital-only fashion acceptance. Adorning avatars and dressing realistic on-screen bodies are distinct yet complementary aspects of using digital-only fashion. Consumers with positive environmental beliefs about digital-only fashion are concerned about how well digital-only fashion items allow them to express such beliefs. Originality/value - This study innovatively applied the functional theory of attitudes to the emerging domain of digital-only fashion and identified consumers’ four functional attitudes toward digital-only fashion, along with the underlying motivations served by each functional attitude. Furthermore, this study provides valuable practical insights across the digital-only fashion value chain.

Keywords: Digital fashion; Digital-only fashion; Sustainability; Self-expression; Functional theory of attitudes; Generative artificial intelligence; Partial least squares structural equation modeling (PLS-SEM) (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jebdep:jebde-07-2024-0021

DOI: 10.1108/JEBDE-07-2024-0021

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