Exploring Scarcity and Symbolism in Metaverse Virtual Gear Consumption
Exploring the Dynamics of Conspicuous Consumption in Virtual Gear within the metaverse
Understanding Virtual Goods and Their Role in the metaverse
Virtual goods encompass a range of digital products and services that exist in the e-commerce landscape without a physical form. This category includes items such as digital clothing, avatars, skins, and virtual currencies. Our research zeroes in on a particular type of virtual goods known as virtual gear. Within the metaverse, these items can be strategically placed in personal spaces, enhancing both personal environments and collections. The significance of virtual gear lies in its ability to facilitate self-expression and foster social interactions.
The Concept of Conspicuous Consumption
Conspicuous consumption is characterized by the acquisition of goods aimed at showcasing one’s identity and social standing, often reflecting wealth or income levels. Previous research has primarily concentrated on luxury items, such as high-end handbags and cars, highlighting their role in conveying social status. Studies indicate a strong correlation between conspicuous consumption and social class, with individuals leveraging expensive goods to elevate their social prestige. Furthermore, motivations for such consumption can vary depending on social contexts, with people more inclined to flaunt luxury brands in unfamiliar settings compared to intimate circles. This body of work underscores the increasing influence of symbolic meanings in consumer behavior.
Gaps in Research on Virtual Gear Consumption
Despite extensive studies on conspicuous consumption in traditional markets, the dynamics of virtual gear in the metaverse remain underexplored. Specifically, there is a notable absence of comprehensive research examining how factors such as scarcity, symbolic value, visibility, and identity satisfaction collectively influence conspicuous consumption behaviors. The concept of perceived scarcity serves as a catalyst for consumption, while brand symbolic value and virtual identity satisfaction are rooted in theories of self-construction. Additionally, social recognition and conspicuous consumption are framed through the lens of symbolic interactionism, which emphasizes the role of consumption in self-expression during social interactions.
Methodological Approach to Understanding Consumer Behavior
To investigate these complexities, we employed a two-stage methodology combining structural equation modeling (SEM) and fuzzy qualitative comparative analysis (fsQCA). This approach aims to uncover the mechanisms, core drivers, and relational pathways influencing conspicuous consumption of virtual gear in the metaverse, while also considering the moderating effects of gender differences. The first phase utilizes PLS-SEM to elucidate the influence mechanisms of conspicuous consumption, exploring direct and mediating relationships among key factors. The second phase applies fsQCA to analyze the intricate causal configurations associated with conspicuous consumption behaviors.
Research Questions Addressed
This study aims to answer four critical questions within the context of the metaverse:
- How do attributes of virtual gear (scarcity, brand symbolic value, visibility, identity satisfaction, and social recognition) influence conspicuous consumption through various effects?
- In what ways do emotional affordance and technology acceptance moderate the relationship between social recognition and conspicuous consumption?
- How do gender differences shape the mechanisms and pathways of conspicuous consumption?
- What are the complex causal relationships that characterize conspicuous consumption behaviors?
Theoretical Framework and Implications
The research adopts the Stimulus-Organism-Response (S-O-R) model as its foundational framework, integrating theories of perceived scarcity, extended self, symbolic interactionism, and consumer culture theory. This theoretical structure aims to bridge existing gaps in the understanding of symbolic consumption of virtual goods. It seeks to provide valuable insights for virtual goods platforms in developing effective marketing strategies while guiding users toward more rational and sustainable consumption practices in virtual environments.
