Table 3 Measurement items and confirmatory factor analysis results (n = 251)

Challenge

.52

.81

淘宝人生的困难等级适合我。

[The level of difficulty in Taobao Life is suitable for me.]

.66

我的技能在淘宝人生的游戏过程中逐渐地得到提高。

[My skills gradually improve through the course of the game in Taobao Life.]

.71

技能的提高赋予我动力。

[I am motivated by the improvement of my skills.]

.77

淘宝人生按照适当的速度提供新的挑战。

[Taobao Life provides new challenges at an appropriate pace.]

.76

Achievement

.60

.86

我玩淘宝人生是为了达到更高的等级。

[I play Taobao Life to achieve a higher level.]

.73

我玩淘宝人生是为了拥有比别人更大的权利。

[I play Taobao Life to have more power than others.]

.73

我玩淘宝人生是为了获得装备和/或物品, 从而获得比其他游戏玩家更高的身份。

[I play Taobao Life to have the equipment and/or items, which give me higher status than other players in the game.]

.84

我玩淘宝人生是为了向其他游戏玩家证明我是最棒的。

[I play Taobao Life to prove to other players in the game that I am the best.]

.81

Avatar customization

.51

.75

淘宝人生允许用户为自己的形象定制装备、配饰和装饰。

[Taobao Life enables users to customize the equipment, accessories, and decorations of their avatars.]

.72

淘宝人生允许用户定制自己形象的外观。

[Taobao Life enables users to customize the appearance of their avatars.]

.70

淘宝人生允许用户为自己的形象创建定制的商品和装备。

[Taobao Life enables users to create customized goods and equipment of their avatars.]

.71

Avatar identification

.71

.91

我对我在淘宝人生中的形象有一种强烈的拥有感。

[I have a strong feeling of ownership toward my avatar in Taobao Life.]

.85

我觉得我在淘宝人生中的形象是我自己的延伸。

[I feel that my avatar in Taobao Life is an extension of myself.]

.86

我在淘宝人生中的形象给了我一种自我表达的方式。

[My avatar in Taobao Life provides me a kind of self-expression.]

.84

我在淘宝人生中的形象对我来说极为重要。

[My avatar in Taobao Life is extremely important to me.]

.81

Social presence

.66

.85

淘宝人生中有一种人际交往的感觉。

[There is a sense of human contact in Taobao Life.]

.82

淘宝人生中有一种社交感 (用户可以交友) 。

[There is a sense of sociability in Taobao Life (users are companionable).]

.80

淘宝人生中有一种人性的温暖感。

[There is a sense of human warmth in Taobao Life.]

.82

Social support

.69

.90

如果淘宝人生中的用户是真人, 我完全可以信任他们。

[If the users in Taobao Life were real people, I could trust them completely.]

.80

如果淘宝人生中的用户是真人, 他们可以在需要的时候依靠我。

[If the users in Taobao Life were real people, they would be able to count on me in times of need.]

.86

如果淘宝人生中的用户是真人, 我会给予他们情感上的支持。

[If the users in Taobao Life were real people, I would give them emotional support.]

.81

如果淘宝人生中的用户都是真人, 我会在需要的时候依靠他们。

[If the users in Taobao Life were real people, I would be able to count on them in times of need.]

.84

Competence need fulfillment

.67

.89

我玩淘宝人生 的时候, 我觉得自己是一个有能力的人。

[I feel like a competent person when I am playing Taobao Life.]

.84

我对自己玩淘宝人生的表现很满意。

[I am satisfied with my performance when I am playing Taobao Life.]

.82

我觉得自己是淘宝人生虚拟世界的专家。

[I feel like an expert in the virtual world of Taobao Life.]

.77

我认为自己在玩淘宝人生的时候表现很棒。

[I think that I am pretty good when I am playing Taobao Life.]

.84

Autonomy need fulfillment

.64

.90

当我浏览淘宝人生的时候, 是因为我想浏览。

[When I visit Taobao Life, it is because I want to visit it.]

.72

当我玩淘宝人生的时候, 我可以随心所欲地做自己。

[When I am playing Taobao Life, I feel free to be who I am.]

.83

当我玩淘宝人生的时候, 我觉得我可以做自己。

[I feel I can be myself when I am playing Taobao Life.]

.86

当我玩淘宝人生的时候, 我拥有发言权, 可以发表自己的意见。

[When I am playing Taobao Life, I have a say in what happens and can voice my opinion.]

.84

当我玩淘宝人生的时候, 我可以从外界的压力中解脱出来。

[I feel free from outside pressures when I am playing Taobao Life.]

.74

Relatedness need fulfillment

.73

.91

当我玩淘宝人生的时候, 我感觉得到了其他用户的支持。

[When I am playing Taobao Life, I feel supported by other users.]

.87

当我玩淘宝人生的时候, 我感觉自己得到了别人的理解。

[When I am playing Taobao Life, I feel that I am understood.]

.87

当我玩淘宝人生的时候, 我感觉自己是一个对别人有价值的人。

[When I am playing Taobao Life, I feel that I am a valuable person to others.]

.84

当我玩淘宝人生的时候, 我感觉别人留心我的所言所行。

[When am playing Taobao Life, I feel like other people care what I have to say and what I do.]

.83

Intention to continuously use a VR fashion app

.83

.94

我打算以后一直玩淘宝人生。

[I intend to keep playing Taobao Life in the future.]

.88

我打算继续玩淘宝人生。

[I intend to continue playing Taobao Life.]

.92

我相信自己以后会玩淘宝人生。

[I believe I will play Taobao Life in the future.]

.94

Intention to make in-app purchases

.49

.66

我想在淘宝商城上购物。

[I would like to purchase on Taobao app.]

.75

我会考虑以后在淘宝商城上购物。

[I would consider purchasing on Taobao app in the future.]

.65