Purpose

The study investigates the relationship between social presence dimensions and customer brand engagement (CBE) as well as the relation between customer brand engagement and purchase intention (PI) in the fashion retail metaverse with self-efficacy moderating between CBE and PI.

Design/methodology/approach

The data were gathered by conducting an online survey (n = 476) from young adults exposed to fashion retail metaverse platforms. The collected data were analyzed using structural equation modeling.

Findings

The findings discovered that social presence dimensions positively impact CBE, which substantially impacts the PI of young consumers in the fashion retail metaverse. The findings demonstrate that self-efficacy moderates the relationship between CBE and PI.

Research limitations/implications

This study uses cross-sectional data in the fashion retail metaverse for young consumers. Future studies can use longitudinal data in the context of other industries and demographic profiles to assess changing customer behavior.

Practical implications

This study implies that customer experiences can be enriched through social presence dimensions, helping brands adapt their offers to create more engaging and rewarding customer interactions. It offers insights for brand managers aiming to augment the relationship between CBE and PI.

Originality/value

The study uniquely explores the relationship between social presence dimensions and CBE within the fashion retail metaverse. It examines self-efficacy as a moderator between CBE and PI, providing fresh insights into consumer behavior in the fashion retail metaverse.

中文翻译：

---

在时尚零售元宇宙中，社交形象是否会推动客户品牌参与和购买意愿？自我效能感的调节作用

 目的

该研究调查了社交存在维度与客户品牌参与度 （CBE） 之间的关系，以及时尚零售元宇宙中客户品牌参与度和购买意愿 （PI） 之间的关系，自我效能感在 CBE 和 PI 之间调节。

设计/方法/方法

这些数据是通过对接触时尚零售元宇宙平台的年轻人进行在线调查 （n = 476） 收集的。使用结构方程建模对收集的数据进行分析。

 发现

研究结果发现，社交存在维度对 CBE 有积极影响，从而对时尚零售元宇宙中年轻消费者的 PI 产生重大影响。研究结果表明，自我效能感调节了 CBE 和 PI 之间的关系。

研究局限性/影响

本研究使用时尚零售元宇宙中面向年轻消费者的横断面数据。未来的研究可以在其他行业和人口概况的背景下使用纵向数据来评估不断变化的客户行为。

 实际意义

这项研究表明，可以通过社交存在维度来丰富客户体验，帮助品牌调整其产品/服务，以创造更具吸引力和更有价值的客户互动。它为旨在增强 CBE 和 PI 之间关系的品牌经理提供见解。

 原创性/价值

该研究独特地探讨了时尚零售元宇宙中社交存在维度与 CBE 之间的关系。它研究了作为 CBE 和 PI 之间的调节者的自我效能感，为时尚零售元宇宙中的消费者行为提供了新的见解。