This research examines the impact of visualizing virtual luxury products in the metaverse on consumers' perceptions of luxury products in the real world. We explore the metaverse as a marketing platform and investigate the relationship between the quality of visualization of virtual luxury products and consumers’ evaluations of real luxury products. The study hypothesizes that poor visualization quality of virtual luxury products will decrease the evaluation of authentic luxury goods, and this effect will be mediated by decreased perceived authenticity. Additionally, we predict that the negative effect will be mitigated by high-quality visualization.

• Areum Cho(London School of Economics and Political Science, United Kingdom)
• Jeong Hyun Kim(Kyung Hee University, South Korea)
• Jungkeun Kim(Auckland University of Technology, New Zealand)
• Jooyoung Park(Peking University HSBC Business School, China)
• Aekyoung (Amy) Kim(Jeonbuk National University, South Korea)
• Jihoon Jhang(University of Central Arkansas, USA)