The practice of deploying metaverse platforms and technologies in the Marketing of fashion products is intricately tied to various theoretical frameworks that elucidate the dynamics of consumer behavior in virtual environments. This section delves deeper into the duo of Technology Acceptance Model (TAM) and the Role of Experiential Marketing in shaping consumers’ perceptions to provide an in-depth understanding of the theoretical underpinnings that guide marketing strategies within the metaverse.

TECHNOLOGY ACCEPTANCE MODEL

The Technology Acceptance Model (TAM), developed by Davis (1989), serves as a foundational theory for understanding how users adopt and accept new technologies. In relation to the metaverse, TAM provides valuable insights into how individuals perceive and engage with virtual reality (VR) and augmented reality (AR) technologies. The model posits that users’ intentions to adopt technology are influenced by perceived ease of use (PEOU) and perceived usefulness (PU). In the metaverse, these perceptions play a crucial role in shaping users’ acceptance of VR and AR technologies.

Research by Venkatesh and Davis (2000) in “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies” highlights the importance of perceived ease of use and perceived usefulness in determining users’ intentions to adopt technology. Applying TAM to the metaverse, studies such as Cheng et al.’s (2019) “Understanding Consumers’ Initial Trust in Branded Virtual Assistants for Customer Service: Evidence from the Banking Industry” explore how perceived ease of use and perceived usefulness influence users’ trust in virtual assistants within virtual environments.

This trust is pivotal in shaping consumers’ acceptance of technologies within the metaverse, with significant implications for their engagement, and consequently, their purchasing behavior. Users need assurance that their data is secure, and the virtual elements they engage with are reliable. Furthermore, the metaverse introduces challenges related to the embodiment of avatars and the blurring of distinctions between the physical and virtual self. As the technology becomes increasingly sophisticated and virtual avatars increase in their semblance of real humans, it is important to institute frameworks that help people to differentiate real human bodies from virtual avatars, so as to avoid confusion.

EXPERIENTIAL MARKETING
Owing to the fact that the entire metaverse marketing process relies heavily on consumers’ experience in their interactions with products, experiential marketing forms the basis of the immersive experiences that shape consumer perceptions. The study by Schmitt (1999) introduces the concept of “sensory marketing,” which focuses on the importance of engaging consumers’ senses to create memorable experiences.
In the metaverse, experiential marketing is manifested through virtual try-on experiences, interactive virtual fashion shows, and AR-powered shopping platforms. In addition, the impact of experiential marketing on consumer perceptions extends to brand image and loyalty. Pine and Gilmore (1998) assert that memorable experiences create a lasting impact, influencing how consumers perceive and relate to brands. As a result, experiential marketing initiatives that go beyond traditional advertising contribute to brand differentiation and increased loyalty
Meanwhile, it must be noted that the success of experiential marketing in the metaverse is dependent on ethical considerations and user consent. Research by Verhagen et al. (2015) in “Personalization in Online Retailing: A Privacy Calculus Perspective” discusses the delicate balance between personalization and privacy concerns. Ensuring transparent data practices and respecting user privacy are crucial in maintaining consumer trust and facilitating positive experiential marketing interactions in the metaverse.