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The purpose of this study is to develop the scale of the metaverse experience and examine the effect of the metaverse experience on consumer happiness in luxury brands.

A survey was distributed to metaverse users from general participants in the Republic of Korea. To reach this goal, the domain of the metaverse experience is defined, items are created through qualitative interviews, the initial scale is refined and then the scale is tested. A total of 262 valid responses were used for exploratory factor analysis (EFA), and 238 data were used for confirmatory factor analysis (CFA). The hypothesis was tested using structural equation modeling (SEM) and SmartPLS 3.0.

The results showed that the metaverse experience comprises three sub-constructs, namely fantasies, feelings and fun. Also, the metaverse experience affects consumer happiness positively in luxury brands.

This study investigates consumer experience in the metaverse environment. The authors examined the metaverse experience based on the experiential aspects of the consumption of luxury brands and develop the scale development of the metaverse experience. Furthermore, the relationship between metaverse experiences and consumer happiness provides a new perspective in studying metaverse marketing strategy and customer service creation.

The COVID-19 pandemic has caused a decline in overall consumption, but luxury sales within offline department stores rose significantly. This study identifies changes in the market environment variable (i.e. pandemics) and their impact on clothing consumption behavior. Moreover, it examines consumer behavior characteristics and provides implications for future fashion marketing and merchandising strategies.

This study analyzed post-pandemic consumption trends by obtaining luxury brand sales data from the Korea National Statistical Office and department stores. Moreover, it investigated luxury consumption fluctuation after the pandemic and statistically analyzed the characteristics of luxury consumers by customer level (CL) that affected sales.

The results of the study showed that offline (online) clothing consumption at mass markets has decreased (increased) since the pandemic, whereas sales of luxury fashion brands at offline department stores have grown. Moreover, the in-depth analysis showed a significant sales decline (increase) for clothing-centered (leather-centered) luxury brands.

If such a trend in luxury brand consumption continues, current polarization is expected to be maintained. Therefore, the study’s findings can be used as basic data in strengthening luxury brands and planning products.

This is the first work to undertake a comparative study of fashion consumer behavior, before and after the pandemic, involving the mass and luxury markets in South Korea.

This study aims to investigate the relationship between collaboration product attributes, consumption value, customer equity and purchase intention – specifically, the moderating effect of fashion brand type (luxury and sports).

Online game and fashion (luxury and sports) brands were selected and online game items showing items' logos were used as stimuli. A total of 328 South Korea consumers answered a survey. The hypotheses were tested using a structural equation model (SEM).

Collaboration product attributes influence consumption value, which links to customer equity. Customer equity increases purchase intention. The multi-group analysis confirmed the difference between variables according to the brand.

Research on collaboration with the online environment is limited. This study provides theoretical background for future research and suggests multiple items to measure collaboration product attributes.

Fashion brands can utilize online games to extend target markets. However, consumers perceive collaboration products differently depending on the brand types. Thus, companies should consider brand characteristics or identity when designing collaboration products with online games.

This study focuses on collaboration of fashion brands in the online environment. The results will help fashion brands establish relevant brand extension strategies.

This paper aims to explore digital fashion products in the metaverse platform contexts and empirically examine the effect of the metaverse platform characteristics on the purchase intention of digital fashion products through users' flow experience and perceived value of the products.

A survey method was used in this study. Answers from 314 metaverse users were analyzed, and the hypotheses were tested using the structural equations modeling and bootstrapping analysis.

The analyses showed that telepresence, social interaction and economic flow had significant effects on users' flow experience among the metaverse platform characteristics, while the continuity and content creation of the metaverse platform did not have significant effects. The flow experience also appeared to have significant effects on multiple consumption values, including pleasure value, self-expression value and economic value. Last, the perceived pleasure value and economic value of digital fashion products had a positive effect on purchase intention.

The main contribution of this research is that it is one of the first empirical attempts to investigate individual consumers' perceptions and experiences of digital fashion products in the context of metaverse platforms.

The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed.

The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris.

Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention.

The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.

This study proposes and empirically tests the hypothesis that most consumers differ significantly in how accurately they express knowledge about what experts define as indicators of fashion sustainability behavior.

Sustainability discipline scholars (i.e., experts) provide the following two examples of accurate sustainability knowledge: (1) Sustainable-fashion manufacturers ensure safe working conditions for their employees; (2) fibers such as wool can be commercially recycled. In the current study, 85% of participants in separate samples of Chinese (n = 244) and Korean (n = 214) adults provide incorrect answers to the two statements, contradicting experts' beliefs. The study here develops and tests a general, asymmetric predictive, case-based theory of simple and complex antecedent conditions and outcomes for consumers with correct or incorrect knowledge of fashion sustainability behavior for fashion products.

According to the study consumers who have a high level of knowledge about sustainable fashion consistently have high purchase intentions for these products. On the contrary, consumers with insuffient knowledge of sustainable-fashion have low purchase intentions.

The analysis emphasizes the importance of government policy in encouraging important-term consumer behavior. Government policy has a direct and indirect impact on sustainable consumer behavior.

This study's practical contribution is that it amphasizes the important role of government policy in encouraging sustainable consumer behavior (Perez-Castillo and Vera-Martinez, 2021). Government policy both directly and indirectly influences sustainable consumer behavior. Understanding consumers' consumption behavior as influenced by knowledge of sustainable development allows policymakers to develop more targeted policy measures, thereby promoting the achievement of sustainable development goals. For example, incorporating sustainable issues into the school curriculum can encourage students to practice sustainable behavior when purchasing, using, or disposing of products. People may require encouragement to understand why sustainable development is necessary, how to facilitate it, what the expected effects are and how it will affect their lives.

Knowledge of sustainable development, as well as consumer behavior research, can help improve consumer environmental awareness and understanding of sustainable development, guiding them towards greener and more environmentally friendly consumption habits. Understanding consumers' reactions to knowledge of sustainable development and subsequent changes in their consumption behavior guides businesses to engage in green product design, green production and green marketing, thus improving their competitiveness and market share (Rynarzewska et al., 2023). Some countries around the world are working hard to meet their sustainable development goals. By comparing consumer consumption behavior in different countries under the influence of knowledge on sustainable development consumer can share experiences and practices, strengthen international cooperation and communication and promote the global sustainable development process collaboratively.

The current study contributes by looking into the validity of the claim that consumers who have accurate sustainable fashion knowledge are more likely to purchase brands with high sustainability characteristics.

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).

This study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.

The results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.

First, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.

This study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.

By using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.

This research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

This study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty.

The stimulus–organism–response (S–O–R) model is adapted to construct a model (i.e. stimulus: patron status, informativeness and entertainment; organism: perceived enjoyment and perceived usefulness; responses: impulse buying behavior and luxury brand loyalty). An online survey was conducted by 200 Chinese participants who experienced WeChat Mini Program and luxury brand purchase.

The results indicate that luxury consumption related factors, task-related factors and mood-related factors in WeChat Mini Program have positive effects on consumers' impulsive purchasing behavior through perceived enjoyment and perceived usefulness.

This study provides a new understanding about factors influencing consumers' behaviors and brand loyalty in WeChat Mini Program.

The mobile social platform has been considered as an advanced tool for advertising. As the most popular mobile social media used by over 1 bn monthly active Chinese users—WeChat, little research attention has been attracted by researchers. To stress the WeChat Mini Program's role in the S-commerce background can fill the gap between the literature of the utilization of new marketing tools in retailing, marketing and the whole fashion industry. In terms of marketing management, the paper conducted research that participated by new generation consumers and offers some practical managerial implications for brands, retailers and marketers to generate new business models and marketing strategies.