The research theme on Digital Asset Ownership encompasses a comprehensive exploration of consumer preferences, attitudes, utilization, and the demand for fashion-related digital products within the decentralized Web 3 ecosystem. These digital products include, but are not limited to, NFT fashion, digital clothing and accessories, as well as virtual collectibles.

Research Outputs

Ki, C.*, Lee, H., Lam, M., Aw, E., & Wong, C.W.Y.  (2025). How is NFT fashion distinct from digital fashion? Insights from mixed-methods research combining social listening and consumer surveys. Journal of Retailing and Consumer Services , 87, Article 104379. https://doi.org/10.1016/j.jretconser.2025.104379 

Ki, C., Chong, S.,   Aw, E., Lam, M.*, &   Wong, C.W.Y.    (2025). Metaverse consumer behavior: Investigating factors driving consumer participation in the transitory metaverse, avatar personalization, and digital fashion adoption.   Journal of Retailing and Consumer Services, 82   , Article 104094. https://doi.org/10.1016/j.jretconser.2024.104094