Digital fashion may instill transformative power into the fashion industry as it can simultaneously deliver fashionability and sustainability. Renowned for their innovativeness and creativity, luxury brands embrace digital fashion and achieve market success, indicating the future of digital fashion. This research aims to empirically investigate consumers’ general perceptions and evaluations of digital fashion and to specifically examine consumers’ purchase intention of luxury brands’ digital fashion. A total of 214 responses were collected from a U.S.-based research company’s consumer panel. Data were analyzed by using structural equation modeling (SEM). The results revealed that the general attitude toward digital fashion is influenced by four factors: the two specific attitudes toward outfitting avatars and dressing real people’s on-screen bodies in virtual spaces, the perceived social value of digital fashion, and consumer environmental involvement. Furthermore, the general attitude and perceived social value of digital fashion directly affect the purchase intention. This study attempts to extend established theories into the emerging digital fashion context and provides insights and suggestions for digital fashion marketers, particularly for luxury fashion brands.

中文翻译：

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考察消费者对数字时尚的总体认知和态度以及奢侈品牌数字时尚的具体购买意愿

数字时尚可以为时尚行业注入变革力量，因为它可以同时提供时尚性和可持续性。奢侈品牌以创新和创造力着称，拥抱数字时尚并取得市场成功，预示着数字时尚的未来。本研究旨在实证调查消费者对数字时尚的总体认知和评价，并具体考察消费者对奢侈品牌数字时尚的购买意愿。一家美国研究公司的消费者小组总共收集了 214 份回复。使用结构方程模型（SEM）分析数据。结果显示，对数字时尚的总体态度受到四个因素的影响：对虚拟空间中的虚拟形象和真实人物在屏幕上的身体着装的两种具体态度、数字时尚的社会价值感知以及消费者环境参与度。此外，数字时尚的普遍态度和感知的社会价值直接影响购买意愿。这项研究试图将现有的理论扩展到新兴的数字时尚环境，并为数字时尚营销人员，特别是奢侈时尚品牌提供见解和建议。