Merchandising/Marketing/Retailing: Management

Virtual Vogue: Unveiling Privacy Trade-offs in the Fashion Metaverse

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Abstract

By examining factors such as perceived information sensitivity, trust, and perceived benefit, this study aimed to examine an understanding of consumer behavior and inform strategies for fostering responsible and user-centric Metaverse experiences in the fashion industry. Structural equation modeling was employed to test the proposed research model. All statistical analyses were conducted using SPSS 28 and AMOS 28 software. The final usable sample of 455 was used for data analyses. The significance of this research lies in its ability to unravel the complex interplay between privacy concerns and technology acceptance among users in fashion Metaverse platforms. As Metaverse platforms blur the lines between virtual and physical realities, understanding how users perceive and manage privacy risks while seeking the benefits of virtual fashion experiences becomes crucial. This study will contribute to understanding by examining the benefits and trust in data protection and its impact on user acceptance, which is vital for fostering a secure and thriving digital fashion ecosystem.

Keywords: Metaverse, fashion brands, sports brands, trust, benefits, privacy concerns

How to Cite:

Nam, C., Yu, J. & Manchiraju, S., (2025) “Virtual Vogue: Unveiling Privacy Trade-offs in the Fashion Metaverse”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.13888