Consumer behavior in the metaverse: the future of digital commerce and virtual economies

Abstract

The metaverse is reshaping e-commerce, offering virtual world experiences that allow customers to engage with brands, explore products, and be part of virtual economies. The study uses a systematic literature review of the research published in the period 2022-2026 to analyze consumer behavior in the metaverse. It investigates how immersive technologies, avatars and identity, social presence, perceived enjoyment, trust, and blockchain-based ownership influence consumers' attitudes and purchasing intentions. Based on the key theories and frameworks, the review brings together the Technology Acceptance Model (TAM) and Stimulus-Organism-Response (SOR) to create an integrated conceptual framework of consumer metaverse consumption. The review finds that interactivity, vividness, avatar realism, telepresence and enjoyment can improve consumer interactions and brand relationships. However, novelty-driven engagement, fragmented platforms, speculative risks associated with NFTs, privacy concerns, and regulatory uncertainty may limit adoption. The study brings to the fore the significance of clear ownership, safe transactions, customizable avatars, and socially interactive experiences in fostering consumer trust. It also highlights future research areas in relation to cultural differences, age groups, prior technology experience, and centralized versus decentralized platforms. The review offers theoretical perspectives and practical advice for digital commerce practitioners, including marketers and platform developers, to build sustainable digital commerce and trustworthy virtual economies.