Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins
Abstract
:1. Introduction
2. Literature Review and Hypothesis Deduction
2.1. Perceived Usefulness
2.2. Purchase Price Perceptions
2.3. Perceived Playfulness
2.4. Cultural Elements Authenticity
2.5. Satisfaction and Purchase Intention
3. Research Methods
3.1. Data Collection
3.2. Variable Measurement
4. Empirical Analysis and Hypothesis Test Results
4.1. Reliability and Validity
4.2. Model Fitting
4.3. Hypothesis Test
4.4. Mediating Effect Test
5. Discussion
6. Conclusions
6.1. Theoretical Implications
6.2. Managerial Implications
6.3. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Construct | Items | References | |
---|---|---|---|
Perceived Usefulness | PU1 | Using traditional costume skins enables me to accomplish tasks more quickly. | Davis [16] |
PU2 | Using traditional costume skins allows me to accomplish more missions. | ||
PU3 | I find the traditional costume skins useful while I play online games. | ||
Purchase Price Perceptions | PPP1 | The price I have to pay is a rip-off. | Voss [37] |
PPP2 | The price I have to pay is very unreasonable. | ||
PPP3 | I would not be pleased to pay this price. | ||
Perceived Playfulness | PP1 | Using traditional costume skins stimulates my curiosity. | Moon [27] |
PP2 | Using traditional costume skins leads to my exploration. | ||
PP3 | Using traditional costume skins arouses my imagination. | ||
Cultural Elements Authenticity | CEA1 | Traditional costume skins look nice. | Laroche [30] |
CEA2 | Traditional costume skins have traditional elements such as colors and patterns. | ||
CEA3 | Traditional costume skins conform to my cultural knowledge. | ||
Satisfaction | SAT1 | I am satisfied with my decision to use traditional costume skins. | Oliver [38] Hsu [39] |
SAT2 | I am pleased with the experience of using traditional costume skins. | ||
SAT3 | My choice to use traditional costume skins was a wise one. | ||
Purchase Intention | PI1 | I would be tempted to try traditional costume skins. | Perrien [40] Cronin [41] |
PI2 | I would be tempted to look actively for traditional costume skins. | ||
PI3 | I would recommend traditional costume skins to my friends. |
References
- Silva, E.S.; Bonetti, F. Digital humans in fashion: Will consumers interact? J. Retail. Consum. Serv. 2021, 60, 102430. [Google Scholar] [CrossRef]
- Makryniotis, T. Fashion and Costume Design in Electronic Entertainment-Bridging the Gap between Character and Fashion Design. Fash. Pract. J. Des. Creat. Process Fash. Ind. 2018, 10, 99–118. [Google Scholar] [CrossRef]
- Renwick, F. In the Future Your Clothes Will Be Made Outof Pixels: Inside the ‘Wild West’ World of Digital Fashion. Available online: https://www.esquire.com/uk/style/fashion/a30150947/digital-fashion-the-fabricant-menswear-future-trends/ (accessed on 13 April 2022).
- Segran, E. Would You Spend $10,000 on a Virtual Dress? Gucci Is Betting on It. Available online: https://www.fastcompany.com/90546878/would-you-spend-10000-on-a-virtual-dress-gucci-is-betting-on-it (accessed on 10 April 2022).
- Särmäkari, N. Digital 3D Fashion Designers: Cases of Atacac and The Fabricant. Fash. Theory 2021, 25, 1–30. [Google Scholar] [CrossRef]
- Antchain Launches “Treasure Project” to Protect Traditional Culture Using Trusted Digital Technology. Available online: http://ent.people.com.cn/n1/2021/1021/c1012-32260535.html (accessed on 10 April 2022).
- Dunn, E.W.; Gilbert, D.T.; Wilson, T.D. If money doesn’t make you happy, then you probably aren’t spending it right. J. Consum. Psychol. 2011, 21, 115–125. [Google Scholar] [CrossRef]
- Spence, I.; Feng, J. Video Games and Spatial Cognition. Rev. Gen. Psychol. 2010, 14, 92–104. [Google Scholar] [CrossRef] [Green Version]
- Mayer, R.E. Computer Games in Education. Annu. Rev. Psychol. 2019, 70, 531–549. [Google Scholar] [CrossRef]
- Greitemeyer, T.; Osswald, S. Playing Prosocial Video Games Increases the Accessibility of Prosocial Thoughts. J. Soc. Psychol. 2011, 151, 121–128. [Google Scholar] [CrossRef]
- Childress, M.D.; Braswell, R. Using Massively Multiplayer Online Role Playing Games for Online Learning. Distance Educ. 2006, 27, 187–196. [Google Scholar] [CrossRef]
- Lehdonvirta, V.; Wilska, T.A.; Johnson, M. Virtual Consumerism: Case Habbo Hotel. Inf. Commun. Soc. 2009, 12, 1059–1079. [Google Scholar] [CrossRef]
- Pan, Y.; Roedl, D.; Blevis, E.; Thomas, J.C. Fashion Thinking: Fashion Practices and Sustainable Interaction Design. Int. J. Des. 2015, 9, 53–66. [Google Scholar]
- Wu, B.; Chen, X.H. Continuance intention to use MOOCs: Integrating the technology acceptance model (TAM) and task technology fit (TTF) model. Comput. Hum. Behav. 2017, 67, 221–232. [Google Scholar] [CrossRef]
- David, G.; Straub, D.W. The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption. J. Assoc. Inf. Syst. 2000, 1, 1–30. [Google Scholar]
- Davis, F.D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. Mis Q. 1989, 13, 319–340. [Google Scholar] [CrossRef] [Green Version]
- Alalwan, A.A.; Baabdullah, A.M.; Rana, N.P.; Tamilmani, K.; Dwivedi, Y.K. Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust. Technol. Soc. 2018, 55, 100–110. [Google Scholar] [CrossRef]
- Scherer, R.; Siddiq, F.; Tondeur, J. The technology acceptance model (TAM): A meta-analytic structural equation modeling approach to explaining teachers’ adoption of digital technology in education. Comput. Educ. 2019, 128, 13–35. [Google Scholar] [CrossRef]
- Fagan, M.; Kilmon, C.; Pandey, V. Exploring the adoption of a virtual reality simulation: The role of perceived ease of use, perceived usefulness and personal innovativeness. Campus-Wide Inf. Syst. 2012, 29, 117–127. [Google Scholar] [CrossRef]
- Mantymaki, M.; Salo, J. Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel. Comput. Hum. Behav. 2011, 27, 2088–2097. [Google Scholar] [CrossRef]
- Zeithaml, V.A. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. J. Mark. 1988, 52, 2–22. [Google Scholar] [CrossRef]
- Liang, L.J.; Choi, H.S.C.; Joppe, M. Understanding repurchase intention of Airbnb consumers: Perceived authenticity, electronic word-of-mouth, and price sensitivity. J. Travel Tour. Mark. 2018, 35, 73–89. [Google Scholar] [CrossRef]
- Wu, L.; Pengya, A.; Rong, X. Users’ Willingness of Paying for Online Q&A Platform Based on the Perceived Value. Doc. Inf. Knowl. 2018, 4, 4–14. [Google Scholar]
- Hsiao, K.L. Why internet users are willing to pay for social networking services. Online Inf. Rev. 2011, 35, 770–788. [Google Scholar] [CrossRef]
- Barnett, L.A. The playful child: Measurement of a disposition to play. Play Cult. 1991, 4, 51–74. [Google Scholar]
- Martocchio, J.J.; Webster, J. Effects of Feedback and Cognitive Playfulness on Peerformanc in Microcomputer Software Training. Pers. Psychol. 1992, 45, 553–578. [Google Scholar] [CrossRef]
- Moon, J.W.; Kim, Y.G. Extending the TAM for a World-Wide-Web context. Inf. Manag. 2001, 38, 217–230. [Google Scholar] [CrossRef]
- Cohen, E. Authenticity and commoditization in tourism. Ann. Tour. Res. 1988, 15, 371–386. [Google Scholar] [CrossRef]
- Littrell, M.A.; Anderson, L.F.; Brown, P.J. What makes a craft souvenir authentic? Ann. Tour. 1993, 21, 197–215. [Google Scholar] [CrossRef]
- Laroche, M.; Li, R.; Richard, M.O.; Shao, M.X. Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements. J. Prod. Brand Manag. 2021, 30, 1077–1093. [Google Scholar] [CrossRef]
- Lee, S.; Ko, E.; Chae, H.; Minami, C. A study of the authenticity of traditional cultural products: Focus on Korean, Chinese, and Japanese consumers. J. Glob. Sch. Mark. Sci. 2017, 27, 93–110. [Google Scholar] [CrossRef]
- Fishbein, M.; Ajzen, I. Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Addison-Wesley, Reading MA. Philos. Rhetor. 1977, 41, 842–844. [Google Scholar]
- Fred, D.; Davis, R.P.B.; Paul, R. Warshaw, User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Manag. Sci. 1989, 35, 982–1003. [Google Scholar]
- Sasono, I.; Jubaedi, A.D.; Novitasari, D.; Wiyono, N.; Riyanto, R.; Oktabrianto, O.; Jainuri, J.; Waruwu, H. The Impact of E-Service Quality and Satisfaction on Customer Loyalty: Empirical Evidence from Internet Banking Users in Indonesia. J. Asian Financ. Econ. Bus. 2021, 8, 465–473. [Google Scholar]
- García-Salirrosas, E.E.; Acevedo-Duque, Á. PERVAINCONSA Scale to Measure the Consumer Behavior of Online Stores of MSMEs Engaged in the Sale of Clothing. Sustainability 2022, 14, 2638. [Google Scholar] [CrossRef]
- Yang, C.; Tu, J.-C.; Jiang, Q. The Influential Factors of Consumers’ Sustainable Consumption: A Case on Electric Vehicles in China. Sustainability 2020, 12, 3496. [Google Scholar] [CrossRef] [Green Version]
- Voss, G.B.; Parasuraman, A.; Grewal, D. The Roles of Price, Performance, and Expectations in Determining Satisfaction in Service Exchanges. J. Mark. 1998, 62, 46–61. [Google Scholar] [CrossRef]
- Oliver, R.L. A cognitive model of the antecedents and consequences of satisfaction decisions: A suggested framework and research propositions. Am. Mark. Assoc. 1989, 17, 460–469. [Google Scholar]
- Hsu, M.H.; Chiu, C.M. Predicting electronic service continuance with a decomposed theory of planned behaviour. Behav. Inf. Technol. 2004, 23, 359–373. [Google Scholar] [CrossRef]
- Perrien, J.; Paul, D.F. Advertisers and the Factual Content of Advertising. J. Advert. 1985, 14, 30–35, 53. [Google Scholar] [CrossRef]
- Cronin, J.J., Jr.; Bradyb, M.K.; Hult, G.T.M. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. J. Retail. 2000, 76, 193–218. [Google Scholar] [CrossRef]
- Bae, J.; Kim, S.J.; Kim, K.H.; Koo, D.M. Affective value of game items: A mood management and selective exposure approach. Internet Res. 2019, 29, 315–328. [Google Scholar] [CrossRef]
- Lehdonvirta, V. Virtual item sales as a revenue model: Identifying attributes that drive purchase decisions. Electron. Commer. Res. 2009, 9, 97–113. [Google Scholar] [CrossRef]
- Liao, Y.K.; Wu, W.Y.; Le, T.Q.; Phung, T.T.T. The Integration of the Technology Acceptance Model and Value-Based Adoption Model to Study the Adoption of E-Learning: The Moderating Role of e-WOM. Sustainability 2022, 14, 815. [Google Scholar] [CrossRef]
- Bae, J.; Koo, D.M.; Mattila, P. Affective motives to play online games. J. Glob. Sch. Mark. Sci. 2016, 26, 174–184. [Google Scholar] [CrossRef]
- Li, K.; Nguyen, H.V.; Cheng, T.C.E.; Teng, C.I. How do avatar characteristics affect avatar friendliness and online gamer loyalty? Perspective of the theory of embodied cognition. Internet Res. 2018, 28, 1103–1121. [Google Scholar] [CrossRef]
- Kim, S.J.; Kim, K.H.; Choi, J. The Role of Design Innovation in Understanding Purchase Behavior of Augmented Products. J. Bus. Res. 2019, 99, 354–362. [Google Scholar] [CrossRef]
- Crane, D. Fashion and Artification in the French Luxury Fashion Industry. Cult. Sociol. 2019, 13, 293–304. [Google Scholar] [CrossRef]
- Bae, Y.; Choi, J.; Gantumur, M.; Kim, N. Technology-Based Strategies for Online Secondhand Platforms Promoting Sustainable Retailing. Sustainability 2022, 14, 3259. [Google Scholar] [CrossRef]
- Green, M.C.; Brock, T.C. The Role of Transportation in the Persuasiveness of Public Narratives. J. Personal. Soc. Psychol. 2000, 79, 701–721. [Google Scholar] [CrossRef]
- Nobile, T.H.; Noris, A.; Kalbaska, N.; Cantoni, L. A review of digital fashion research: Before and beyond communication and marketing. Int. J. Fash. Des. Technol. Educ. 2021, 14, 293–301. [Google Scholar] [CrossRef]
- Balabala: The First Digital Girl in the World, Called Gu Yu, Is Coming. Available online: https://new.qq.com/omn/20220427/20220427A0CBQL00.html (accessed on 10 April 2022).
Sample | Category | Number | Percentage |
---|---|---|---|
Gender | Male | 77 | 35.2% |
Female | 142 | 64.8% | |
Age | Under 18 | 5 | 2.3% |
18–25 | 144 | 65.8% | |
26–30 | 67 | 30.6% | |
31–40 | 2 | 0.9% | |
Above 40 | 1 | 0.4% | |
Education | Below bachelor’s degree | 35 | 16.0% |
Bachelor’s degree | 107 | 48.9% | |
Master’s degree | 57 | 26.0% | |
Doctoral degree | 20 | 9.1% | |
Income (RMB) | Below 1000 | 20 | 9.1% |
1000–3000 | 116 | 53.0% | |
3000–5000 | 20 | 9.1% | |
5000–8000 | 24 | 11.0% | |
8000–10,000 | 17 | 7.8% | |
Above 10,000 | 22 | 10.0% | |
Occupation | Fashion industry | 79 | 36.1% |
Non-fashion industry | 140 | 63.9% | |
Experience of buying chinoiserie skins | Yes | 147 | 67.1% |
No | 72 | 32.9% |
Construct | Item | Factor Loading | Cronbach’s α | CR | AVE |
---|---|---|---|---|---|
Perceived Usefulness | PU1 | 0.851 | 0.908 | 0.908 | 0.766 |
PU2 | 0.862 | ||||
PU3 | 0.912 | ||||
Perceived Playfulness | PP1 | 0.883 | 0.927 | 0.928 | 0.812 |
PP2 | 0.932 | ||||
PP3 | 0.887 | ||||
Purchase Price Perceptions | PPP1 | 0.935 | 0.903 | 0.905 | 0.761 |
PPP2 | 0.886 | ||||
PPP3 | 0.790 | ||||
Cultural Elements Authenticity | CEA1 | 0.896 | 0.921 | 0.923 | 0.800 |
CEA2 | 0.910 | ||||
CEA3 | 0.877 | ||||
Satisfaction | SAT1 | 0.938 | 0.964 | 0.964 | 0.900 |
SAT2 | 0.965 | ||||
SAT3 | 0.943 | ||||
Purchase Intention | PI1 | 0.893 | 0.898 | 0.899 | 0.746 |
PI2 | 0.863 | ||||
PI3 | 0.835 |
Construct | CEA | PP | PPP | PU | SAT | PI |
---|---|---|---|---|---|---|
CEA | 0.894 | |||||
PP | 0.534 | 0.901 | ||||
PPP | −0.146 | −0.127 | 0.872 | |||
PU | 0.319 | 0.515 | −0.381 | 0.875 | ||
SAT | 0.770 | 0.606 | −0.247 | 0.446 | 0.949 | |
PI | 0.749 | 0.703 | −0.199 | 0.404 | 0.871 | 0.864 |
Model Fit Indices | Evaluation Index (Acceptable Level) | Values of the Model |
---|---|---|
CMIN/DF | 1.0 < CMIN/DF < 3.0 | 1.885 |
CFI | >0.90 | 0.972 |
IFI | >0.90 | 0.972 |
TLI | >0.90 | 0.964 |
NFI | >0.90 | 0.942 |
SRMR | <0.05 | 0.036 |
RMSEA | <0.08 | 0.064 |
Hypothesis | Estimate | Std. Estimate | CR | p | Conclusion |
---|---|---|---|---|---|
H1 (PU → SAT) | 0.098 | 0.107 | 1.818 | 0.069 | Rejected |
H2 (PU → PI) | −0.060 | −0.071 | −1.348 | 0.178 | Rejected |
H3 (PPP → SAT) | −0.090 | −0.091 | −1.828 | 0.067 | Rejected |
H4 (PPP → PI) | −0.015 | −0.016 | −0.363 | 0.716 | Rejected |
H5 (PP → SAT) | 0.227 | 0.214 | 3.441 | *** | Supported |
H6 (PP → PI) | 0.286 | 0.289 | 5.022 | *** | Supported |
H7 (CEA → SAT) | 0.745 | 0.608 | 10.239 | *** | Supported |
H8 (CEA → PI) | 0.161 | 0.141 | 2.086 | 0.037 | Supported |
H9 (SAT→ PI) | 0.573 | 0.615 | 8.133 | *** | Supported |
Path | Effect Size | Boot Standard Error | BootCI Confidence (Lower Bound) | BootCI Confidence (Upper Bound) | |
---|---|---|---|---|---|
PP → SAT → PI | Indirect effect | 0.130 | 0.056 | 0.034 | 0.258 |
Direct effect | 0.286 | 0.073 | 0.153 | 0.442 | |
Total effect | 0.416 | 0.087 | 0.251 | 0.593 | |
CEA → SAT → PI | Indirect effect | 0.427 | 0.104 | 0.235 | 0.644 |
Direct effect | 0.161 | 0.106 | -0.035 | 0.376 | |
Total effect | 0.588 | 0.096 | 0.416 | 0.792 |
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. |
© 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Fu, Y.; Liang, H. Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins. Sustainability 2022, 14, 7877. https://doi.org/10.3390/su14137877
Fu Y, Liang H. Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins. Sustainability. 2022; 14(13):7877. https://doi.org/10.3390/su14137877
Chicago/Turabian StyleFu, Yawen, and Hui’e Liang. 2022. "Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins" Sustainability 14, no. 13: 7877. https://doi.org/10.3390/su14137877