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August 18, 2025Journal of Consumer BehaviourOpen Access

Consumer Behaviour in the Metaverse: Empirical Insights From a Meta‐Analysis

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Authors

WLWagner Júnior LadeiraUniversidade do Vale do Rio dos SinosFSFernando de Oliveira SantiniWoxsen School of BusinessWeng Marc LimWeng Marc LimMonash University Malaysia

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Implication

Meta-analysis reveals telepresence influences attitude in metaverse consumers, suggesting targeted engagement strategies.

Key Points

  • Telepresence mediates consumer attitude and intention in the metaverse, with enjoyment as a key factor.
  • Findings indicate that interactivity and vividness enhance telepresence among metaverse users.
  • Analysis based on 412 effect sizes from 39,580 participants demonstrates differences by age and technology use.
  • Insights challenge prior assumptions and inform strategies for optimizing consumer experiences in virtual settings.

Cite This Study

Ladeira et al. (2025) studied this question.

synapsesocial.com/papers/68af454cad7bf08b1ead32d7https://doi.org/10.1002/cb.70027
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