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August 21, 2025International Journal of Consumer Studies

Metaverse and Consumer Behavior: A Systematic Literature Review and Future Research Agenda

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Authors

CYChin‐Ching YinKDK.-A. Do

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Overview

Systematic review shows limited empirical evidence on metaverse's influence on consumer behavior, suggesting a need for broader research.

Key Points

  • There is a significant lack of empirical studies on the metaverse's impact on consumer behavior, highlighting a critical research gap.
  • The review assessed 48 qualified articles, revealing key trends and methodologies within metaverse research.
  • Analysis was conducted using the Theory‐Context‐Characteristics‐Methods (TCCM) framework for comprehensive insights.
  • Future research should focus on integrating immersive experiences and technological acceptance in diverse contexts.

Cite This Study

Yin et al. (2025) studied this question.

synapsesocial.com/papers/68a6fb925502675167ba8f4ehttps://doi.org/10.1111/ijcs.70097
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