Digital Identity and Consumer Behavior: A Quantitative Study on Virtual Fashion among Rednote Users

DOI

10.2991/978-2-38476-509-6_13How to use a DOI?

Keywords

Digital Identity; Virtual Fashion; Self-Presentation; Peer Influence; Consumer Behavior

Abstract

This study investigates how digital identity shapes consumer behavior within virtual fashion environments, focusing on self-presentation and peer influence on the social media platform Rednote. By combining survey analysis and qualitative content coding, the research explores how Generation Z users construct aesthetic digital selves and how this identity expression affects purchase intention. Findings indicate that self-driven expression is a stronger predictor of consumer engagement than peer validation. The study contributes to digital consumer psychology by extending self-presentation theory into virtual fashion and offers practical insights for marketers aiming to engage Gen Z through identity-driven digital campaigns.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Josslyn Shi
PY  - 2025
DA  - 2025/12/15
TI  - Digital Identity and Consumer Behavior: A Quantitative Study on Virtual Fashion among Rednote Users
BT  - Proceedings of the 2025 International Conference on Mental Growth and Human Resilience (MGHR 2025)
PB  - Atlantis Press
SP  - 128
EP  - 143
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-509-6_13
DO  - 10.2991/978-2-38476-509-6_13
ID  - Shi2025
ER  -