元宇宙背景下服装场景特性对购买意愿的影响研究 ———基于感知价值与临场感的中介效应.

With the introduction of the metaverse concept, the possible production capacity of the metaverse has made many enterprises actively invest in this field（such as Meta, Microsoft and Tencent）. The spatial expansion of the metaverse can create a digital space that transcends reality, and may create richer and more imaginative scenes than reality. The reconstruction capability of metaverse scenes can enable users to build digital virtual scenes based on real scenes and further reshape the value of the traditional physical world scene. The reconstruction of the metaverse may become an important engine to promote the integration of the digital world and the real world. And it will also bring infinite possibilities for the development of the clothing industry. However, the current metaverse is still in the early stage of development, and the enterprises’ understanding of the metaverse scene marketing is also still at the basic level. It is not clear from which direction to build the metaverse scene, and it may occur that the digital image launched by enterprises is different from consumers’ expectations, which may result in a low business conversion rate. Therefore, clarifying the dimension of the characteristics of metaverse scenes is helpful to build metaverse scenes and formulate marketing strategies for clothing enterprises, meet the needs of consumers in the metaverse era, and improve consumers’ purchase intention.This study analyzed and summarized the ways of the participation of some garment enterprises in the metaverse and looked back the previous researchers’ dimensional research on the scene characteristics. Then, this study extracted the four dimensions of the clothing scene characteristics, including scene dependence, information accuracy, social interaction and scene entertainment. This paper took perceived value and sense of presence as intermediary variables, and established a model of the influence of clothing scene characteristics on consumers’ purchase intention in the context of metaverse. Scene dependence, information accuracy, social interaction and scene entertainment were considered as independent variables, perceived value and sense of presence as intermediary variables, and purchase intention as the dependent variable to explore the relationship between them. The innovation point of this study is that it systematically and clearly divides the dimensions of clothing scene characteristic under the background of metaverse, which provides specific starting points for the scene marketing of clothing enterprises in the field of metaverse. Furthermore, it empirically tests the influence of scene characteristics on consumers’ purchase intention and enriches the research on the scene characteristics of the metaverse. SPSS and AMOS structure equation model are adopted for analyzing, and the result demonstrates that scene dependence, information precision, social interaction and scene entertainment all have positive influence on consumers’ purchase intention. Besides, consumers’ perceived value and sense of presence play an intermediary role between clothing scene characteristics and consumers’ purchase intention, and the intermediary effect of perceived value is stronger than sense of presence.In future research, we can consider deeply exploring the dimension of clothing scene characteristic by expanding the scope of literature or interview, so as to make the scene characteristic dimension more comprehensive and perfect. In addition, we can think about whether there are other variables（such as perceived risk, and perceived ease of use） that will affect consumers through the characteristics of the clothing scene. In the future, in-depth research can be continued to enrich the model. [ABSTRACT FROM AUTHOR]