Consumption of digital virtual fashion goods in metaverse

Sung Hun (Kevin) Bae, Kyung Hoon Kim and Erin Cho

Journal of Global Fashion Marketing, 2025, vol. 16, issue 2, 196-211

Abstract: In the rapidly expanding metaverse, digital virtual fashion goods have become integral to user engagement and avatar personalization. Despite their growing prominence, research on consumer behavior toward these goods remains limited and fragmented. This study aims to consolidate existing literature on digital virtual fashion goods from a consumer perspective and identify gaps for future investigation. Employing a systematic literature review (SLR) and utilizing the TCCM (Theory, Context, Characteristics, Methodology) framework, we analyzed 40 publications from the past decade, including peer-reviewed articles, dissertations, and conference papers. The study reveals a need for integrating multiple theoretical perspectives, exploring diverse metaverse platforms, and adopting advanced methodological approaches such as mixed-methods and longitudinal studies. We propose future research directions aimed at deepening the understanding of consumer behavior in virtual environments, thereby enhancing the theoretical foundation and practical applications of digital virtual fashion goods in the metaverse.

Date: 2025
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DOI: 10.1080/20932685.2025.2451844

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