Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins

Abstract

Digitalization is not only blurring boundaries between the real world and virtual space, but, since COVID-19, it has also made the traditional fashion industry less reliant on physical materials. In this context, digital fashion and virtual design have emerged. Although China has started to digitally distribute cultural products based on the digitization of museums, there is still a gap in the field of digital fashion. In order to achieve the sustainable development of Chinese traditional costume culture and explore the Sinicization of digital fashion, this article proposes to transfer Chinese traditional costumes into a series of digitalized commodities, serving as computer game skins for online sales. This research involved the construction of a hypothetical model based on the technology acceptance model (TAM), including perceived usefulness, purchase price perceptions, perceived playfulness, cultural elements authenticity, satisfaction, and purchase intention through the related literature. In total, the survey data of 219 Chinese game players were collected, and a structural equation model (SEM) was constructed to verify these research hypotheses. The results showed that perceived playfulness and cultural elements authenticity had a positive effect on the players’ satisfaction and purchase intentions, whereas perceived usefulness had a negative influence on the players’ satisfaction and purchase intentions. In addition, purchase price perceptions had no significant negative effect on the players’ satisfaction or their purchase intentions. Overall, this study contributes to the co-development of digital fashion and traditional costume culture in China, as well as the improvement of product design and marketing management for game companies.

Factors Influencing Purchase Intention of Food Surplus through a Food-Sharing Platform

“…The association between the factors is supported by other researchers. Chen, Yeh, and Lo [60], Fu and Liang [58], and Kim and Jun [90] also state that perceived playfulness positively influences purchase intention when consumers shop online. Consumers are more interested in their overall experience than the food in a blind box [38].…”

“…The playfulness and the benefits of the online shopping experience might be seen as intrinsic motivation [57]. Users with a higher capability to perceive playfulness tend to experience more favorable emotions and a higher level of satisfaction [58]. Perceived playfulness, as an intrinsic motivation factor, strongly influences people's behavioral intentions [59].…”

The Effect of Brand Image on Behavioral Intention in the Context of Perceived Corporate Social Responsibility and Innovation within Sustainable Apparel Brands

“…, 2016). Davranışsal niyetin ölçülmesinde 3 maddeden oluşan ve birçok yazar tarafından kullanılan (Yücenur vd., 2011;Yoshida vd., 2013;Demirgüneş, 2015;Choi vd., 2020;Turk & Avcilar, 2009;Ngan vd., 2019;Ersoy & Börühan , 2020;Fu & Liang, 2022) Cronin vd. (2000 çalışmasından yararlanılmıştır.…”

Comprehensive Evaluation of Digital Strategies and Its Impact on Company Performance

“…The application of Industry 4.0 solutions within the fashion sector has the potential to revolutionize production processes, streamline supply chain management, and invigorate customer engagement [3], [12]. Technologies like 3D printing, artificial intelligence, and the Internet of Things hold promise in optimizing production and curtailing wastage.…”

“…By embracing these innovations, fashion companies can operate with heightened resource efficiency and environmental consciousness. The ascent of e-commerce has galvanized luxury fashion brands to pivot towards digital sales channels as a means of customer outreach [12], [13]. The COVID-19 pandemic compounded this shift, necessitating brands to leverage online platforms due to the constraints on physical retail.…”