Effects of Experiential Factors of the Metaverse on Fashion Brand Attachment and Continuous Usage Intention of the Platform

This study evaluated the positive impact of the fashion brand experience in the Metaverse on both fashion brands and the Metaverse platform. Given that the Metaverse experience involves interaction among users in an immersive virtual space, the experiential factors provided by a Metaverse fashion brand were identified as mediators influencing flow, brand attachment, and the continuous usage intention of the Metaverse platform. An online survey was conducted focusing on consumers in their 20s with experience using the Metaverse. Factor analysis and structural equation modeling were performed on the collected data using SPSS 27.0 and AMOS 25.0. While exploring a fashion brand store on the metaverse platform, entertainment, education, escapism, and aesthetic experience factors provided by the fashion brand significantly influenced the consumer