Dressing Up for the Digital World: Consumer Motivations toward Digital Items for Avatars

This research explores consumer motivations for buying or not buying branded digital fashion in video games like The Sims, using theories of perceived value and self-presentation. Analyzing survey data from U.S. players, it finds that brand loyalty, avatar appearance enhancement, and self-expression drive purchases. Conversely, non-purchasing is mainly due to a lack of interest or awareness. The study uncovers emotional, social, and quality-related values as key factors influencing buyers, contrasting with non-buyers indifference or unawareness. The entry of luxury fashion brands into the gaming sector underscores the importance of understanding these consumer dynamics. The findings provide strategic insights for the fashion and gaming industries to address issues around virtual identity and security. This research enhances the understanding of digital fashion consumption and offers guidance for managing brand-consumer interactions in digital environments.