What drives user interest and purchase of virtual 3D assets? An empirical investigation of 3D model attributes and pricing dynamics

Virtual 3D assets, i.e., 3D models that form the basis of virtual environments, products, and goods, are essential for the creation of a future metaverse. However, we have limited knowledge about the market dynamics in which virtual 3D assets are traded and the indicators that influence their value and pricing − and thus the purchasing mechanisms. The present study draws on multi-attribute utility and value- and competition-informed pricing theory to determine what drives the purchase of virtual 3D assets using secondary data from the marketplace Sketchfab. The empirical analysis indicates that the sellers’ value perception of virtual 3D assets contradicts the users’ interest and that organizational sellers outperform individual sellers by relying to a higher degree on competition- and value-informed pricing. Based on our findings, we identify implications for both organizational and individual sellers to refine their pricing strategies in accordance with the unique dynamics of 3D virtual asset marketplaces.