Scarcity, symbolism, and social identity (3S): Unpacking drivers of conspicuous consumption of virtual gear in the metaverse

Abstract

A research gap persists in Metaverse virtual equipment consumption, particularly in the unclear interaction mechanisms of the 3S framework (Scarcity, Symbolism, Social identity) on consumer behavior. Traditional studies often overlook gender differences, complicating the identification of complex causal relationships and multi-level pathways in virtual environments.This study employs PLS-SEM to: (1) examine the relationship between the attributes of virtual gear (scarcity, brand symbolic value, visibility, identity satisfaction and social recognition) and conspicuous consumption behaviour, with social recognition acting as a mediator; (2) determine the moderating role of emotional affordance and technology acceptance; (3) analyse gender differences in the impact pathways; and (4) utilise fsQCA to identify causal configurations associated with high conspicuous consumption behaviour. Using 550 valid samples, reliability and validity tests confirmed the robustness of the Stimulus-Organism-Response model. PLS-SEM analysis indicates that the attributes of virtual gear positively influence conspicuous consumption behaviour. However, technology acceptance does not moderate the effect of social recognition on conspicuous consumption behaviour (r = 0.014, p > 0.05), and neither brand symbolic value nor social recognition exhibits a chain mediation effect on the influence of virtual gear product scarcity on conspicuous consumption behaviour (r = 0.009, p > 0.05). Furthermore, six groups of pathways demonstrate significant gender differences. The fsQCA analysis reveals that virtual gear product scarcity and brand symbolic value are key factors in the three configurations of high conspicuous consumption behaviour. These findings provide theoretical insights for sustainable marketing strategies on virtual platforms and practical guidance for promoting rational consumption.