All bark and no bite: drivers of virtual clothes purchase in the metaverse

Purpose: Despite brands' enthusiasm with the metaverse, there is a shortage of research into consumer behaviour within this market. Anchored in the Social Influence Model, this study analyses the drivers behind individual and social influences propelling users' intention to acquire virtual clothing in the metaverse. Design: Data from an online questionnaire to 322 participants was used to assess the conceptual model through Partial Least Squares Path Modelling (PLS-SEM). Findings: The findings reveal that purposive value, personal innovativeness, and external subjective norms significantly influence the inclination to purchase virtual apparel in the metaverse, urging fashion brands to consider these factors. On the other hand, the Fear of Missing Out (FOMO) was not found to predict consumers' willingness to buy virtual clothing in this context. The analysis of the moderation effects indicates a significant impact of social identity on consumer intention. Originality: The findings contribute to the existing knowledge by showing that certain established drivers of consumer intentions in traditional markets need reassessment in the metaverse context. For companies, the results offer insights for fashion brands to tailor marketing strategies in an omnichannel perspective to harmonise with the unique aspects of the metaverse.