The Metaverse presents a transformative opportunity for fashion retail, enabling immersive and interactive consumer experiences. This study investigates key factors influencing purchase intention for virtual fashion using survey data from 332 participants. Multiple regression analysis revealed that Hedonic Value (enjoyment) is the strongest predictor of purchase intention, followed by Brand Attitude and Utilitarian Value. In contrast, Social Influence and Openness to Experience showed no significant direct effects. The model explains 66.9% of the variance in purchase intention. These findings extend the Technology Acceptance Model (TAM) by emphasizing experiential over functional or social drivers in virtual fashion adoption. The study offers a practical framework for designers and marketers, highlighting the importance of enjoyable experiences and strong brand positioning. As virtual commerce grows, understanding these intrinsic motivators is vital for building effective Metaverse retail strategies.