Motivations for Consuming Avatar-Specific Virtual Items on The Zepeto Gaming Platform


  • Sharareh Aris M.A. in Cinema from Soore University, Researcher at the University of Tehran
  • Tahere Sarfi
  • Manijeh Akhavan
  • Shaho Sabbar Ph.D. in Communication, Assistant Professor at the University of Tehran



Metaverse provides the experience of Dual-spacization of life in the real world and digital environments and allows users to have an immersive, three-dimensional presence with their avatars. Due to the popularity of the Metaverse and the early presence of video game giants within it, special virtual items for avatars have also received increased attention. Zepeto, the largest platform in South Korea and Asia with users from all over the world, including Iran, is one of the metaverse game platforms collaborating closely with global fashion leaders. Due to the growing popularity of Korean wave products such as K-Pop among Iranian children and adolescents, Zepeto has become a popular gaming universe. This article addresses two issues in light of these findings. First, within the framework of the consumption values theory, users' motivation to consume virtual items specifically for avatars in Zepeto is investigated, followed by an examination of the potential repercussions of their consumption. The target population for this article was Iranian Zepeto users. Using the methods of thematic analysis and random sampling, semi-structured interviews were conducted with 35 Iranian Zepeto users. The results indicate that in the Zepeto game, consumption has become a mode of representation, and users experience the consumption of virtual fashion items from various brands during their adventures in virtual worlds.


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