Metaverse Services In The Fashion Field: Research On Gene Z In Ho Chi Minh City

Abstract

Fashion companies are increasingly challenged to provide engaging experiences for online customers. Along with the constant need for shopping, the idea of applying Metaverse to the fashion industry also gradually appears. The research aims to understand the impact of Metaverse service quality on the “immersive” experience, thereby affecting the satisfaction and attitudes of Gen Z customers in Ho Chi Minh City. The study was conducted in Ho Chi Minh City through an online survey with 200 valid responses from Gen Z people from 16 to 26 years old. SmartPLS 4 and SPSS 20 software were used for data processing. Research results show that Metaverse’s service quality has a positive impact on customers’ immersive experience. Gen Z customers’ satisfaction and attitudes in Ho Chi Minh City are strongly influenced by Metaverse’s “immersive” experience. Besides, the satisfaction when experiencing “immersive” with Metaverse in fashion between Men and Women, across age groups and income levels is different, especially in terms of income. The study complements current information on “Metaverse Fashion” and brings research benefits to businesses in the fashion sector