超越现实:调查元宇宙时尚零售业中稀缺性和罕见性对消费者态度的影响

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY
Claudio Schapsis, Petru Micu, Nikki Wingate
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引用次数: 0

摘要

本研究探讨了消费者在虚拟零售环境中的态度和行为,主要关注稀缺性和稀缺性的感知如何影响消费者购买虚拟可穿戴设备的观点。我们的研究结果不同于对实体/在线零售稀缺性的先入为主的看法,为对虚拟世界公民如何看待产品稀缺性的新理解打开了大门。虽然假设物理世界的策略似乎可以导出到虚拟世界似乎很简单,但我们发现了一个更复杂的故事。在元宇宙中,信息的供给(可用性)对消费者态度的影响是通过消费者对独特性的需求来中介的。具体来说,看到虚拟产品相对丰富增加了消费者对独特性的需求,从而提高了购买的可能性,这是一个令人困惑的结果。当我们考虑到虚拟世界中所有独家收藏的道具如何能够保持它们的稀有状态,从而完全区分稀缺性和稀有性时,我们便能够更好地理解这个谜题。与实体零售环境不同,我们的研究结果表明了一种相互作用:只有当产品稀缺度高时,高产品可用性(低稀缺性)才会增加购买的可能性。这些令人惊讶的结果为学者和实践者提供了新的见解,以考虑可用性信息和产品稀有性的组合效应,以及虚拟客户的特征,特别是他们对独特性的需求作为他们对虚拟产品态度的中介。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Beyond Reality: Investigating the Power of Scarcity and Rarity on Consumer Attitudes in Metaverse Fashion Retail

Beyond Reality: Investigating the Power of Scarcity and Rarity on Consumer Attitudes in Metaverse Fashion Retail

This research explores consumer attitudes and behavior in a metaverse retailing environment, mainly focusing on how perceptions of scarcity and rarity influence consumers’ views of purchasing virtual wearables. Our findings diverge from preconceived notions about scarcity in physical/online retail, opening the door to a new understanding of how metaverse citizens may perceive scarcity of products. While it may appear simple to assume that physical-world strategies can seemingly be exported to virtual worlds, we uncovered a more complex story. The influence of the supply (availability) information on consumer attitudes in the metaverse is mediated by consumers’ need for uniqueness. Specifically, seeing the virtual offerings as relatively abundant increased consumers’ need for uniqueness, which improved the likelihood of purchase, a puzzling result. The mystery is better understood when considering how all items in exclusive collections in the metaverse can preserve their rare status, thereby fully separating scarcity and rarity. Unlike in physical retail environments, our findings indicate an interaction: high product availability (low scarcity) increases the likelihood of purchasing only when product rarity is high. These surprising results provide novel insights for academics and practitioners to consider the combinatorial effects of availability information and product rarity, as well as the virtual customers’ characteristics, particularly their need for uniqueness as a mediator to their attitudes toward virtual products.

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来源期刊
Human Behavior and Emerging Technologies
Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)
CiteScore
17.20
自引率
8.70%
发文量
73
期刊介绍: Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.
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