AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

This research examines how brand strategy influences consumer willingness to pay for digital fashion in the Metaverse, focusing on differences between digital-only and physical-first (phygital) brands. Grounded in the Theory of Consumption Values, the study investigates the role of emotional value in shaping consumer behavior. Across five experimental studies (N > 800), results consistently show that consumers exhibit higher willingness to pay for phygital brands compared to digital-only brands. This effect is driven by enhanced emotional value, as phygital offerings connect virtual consumption with consumers’ real-world self-concept, increasing perceived authenticity. Mediation analyses confirm emotional value as a key underlying mechanism. Furthermore, Metaverse shopping knowledge moderates this relationship, with more experienced users demonstrating stronger preferences for phygital brands. These findings contribute to emerging literature on virtual consumption and offer practical implications, suggesting that integrating physical and digital experiences is critical for enhancing consumer engagement and value creation in the Metaverse.

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