Determining factors in the adoption of the metaverse for the purchase of fashion items

Innovation and technological advancements are transforming consumer behaviour and experiences. In this context, the metaverse is emerging as a further step in technological disruption, capable of generating a new kind of relationship between consumers and businesses. This study investigates consumers’ intentions regarding the use of metaverse as a new platform for browsing and purchasing fashion items. To this end, a Technology Acceptance model is developed in which social image and perceived enjoyment are the antecedents of consumers perceived usefulness and ease of use of the metaverse. The model was validated through PLS-SEM analysis using data from 173 valid questionnaires. The results show that the consumer's perception of enjoyment affects both the perceived usefulness and ease of use of the metaverse and indirectly influences the intention to use it. These findings have practical implications for fashion retailers and the design of their strategies within the metaverse environment. It is suggested that managers, when designing immersive shopping experiences, should prioritise the usefulness, usability and interactive entertainment of the platform over social prestige. In doing so, they will encourage metaverse adoption and improve consumer engagement.