원문정보
초록
영어
This study examines the impact of fashion brand collaborations in sandbox games on consumer purchase intentions, focusing on brand coolness and self-avatar identification. Through online surveys of U.S. consumers aged 20-40, it finds that aesthetics, scarcity, and familiarity contribute to brand coolness, with only aesthetics directly impacting purchase intentions. Emotional engagement, self-expression, and perceived enjoyment enhance brand coolness, with emotional engagement being the most influential, and all except perceived enjoyment positively affect purchase intentions. Brand coolness from collaborations positively impacts purchase intentions, indicating that positive consumer attitudes drive behavior. Self-avatar identification moderates the relationships between familiarity and brand coolness, self-expression, and purchase intentions, and moderates the mediating effect of brand coolness. The study underscores the importance of self-avatar identification in shaping consumer behavior and calls for further research in diverse industries and new marketing forms.
목차
1. INTRODUCTION
2. THEORY
2.1. Sandbox Game
2.2. Fashion Brands’ Collaboration Strategies
2.3. The Product Attributes of Fashion Collaboration
2.4. Perceived Value of Gameplay
2.5. Brand Coolness
2.6. Self-avatar Identification
3. Research Questions & Hypotheses
4. Methodology
4.1. Sample and data collection
4.2. Measures
5.RESULTS
5.1.Structural model assessment
5.2.Mediation analysis
5.3. Moderation analysis
6. CONCLUSION AND DISCUSSION
References