The impact of public self-consciousness on purchase intentions: Roles of self-disclosure and avatar identification

Thi My Bui, Miyea Kim, Qi Jiang and Kyung Hoon Kim

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 1, 61-75

Abstract: This study examines the relationship between public self-consciousness and purchase intention and the role of self-disclosure and avatar identification in the metaverse. We conducted an online survey with 173 young female Zepeto users in Vietnam to test our hypotheses and gain insights. The results show that all direct effects in this research are supported and that self-disclosure and avatar identification (including similarity identification and wishful identification) partially moderate the relationship between public self-consciousness and purchase intention. This study adds to the literature review of user behaviors in the metaverse environment and provides insights for metaverse marketers to improve marketing strategies.

Date: 2025
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DOI: 10.1080/21639159.2024.2415624

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