Individuals' motivations to purchase virtual clothes

Virtual clothes are the latest trend luxury brands are embracing as a way for them to take part in the global Non-Fungible Token (NFT) phenomenon. Such contactless clothes offer many benefits to their consumers to manage their dual (i.e., real-world and online) identities. Yet, this cutting-edge technology has not yet attracted scholars' interest. The present paper aims to unveil the psychological determinants of purchasing virtual clothes to post on social media. A study was conducted to investigate the motivational factors of purchasing NFT virtual clothes. Preliminary results show that while autonomy, praise and communication act as motivators influencing the purchase intention of digital clothes, attention-seeking and reputation act as inhibitors.