A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOUR ACROSS ENGAGEMENT STAGES IN THE METAVERSE
DOI:
https://doi.org/10.24193/subbnegotia.2025.3.03Keywords:
metaverse, consumer behaviour, engagement, structured literature review, thematic analysisAbstract
This study provides a structured literature review of consumer behaviour in the metaverse, exploring motivations for metaverse use, adoption, avatar engagement, virtual goods purchases, non-fungible tokens (NFTs), and the impact of brand experiences on real-world product purchase intentions. For this purpose, a systematic review of peer-reviewed articles published over the past two decades was conducted. From an initial pool of 209 articles retrieved from electronic databases, 36 met the inclusion criteria and were thematically analysed. Key trends, knowledge gaps, and future research directions were identified. A novel adaptation of the engagement framework was proposed, categorizing consumer behaviour in the metaverse into three stages: pre-engagement, engagement, and post-engagement. The review reveals that Second Life is the most studied platform, with surveys being the predominant research method. Research has primarily focused on retail, fashion, and tourism, particularly virtual product purchases. Despite providing valuable insights, existing studies reveal substantial research gaps and limited theoretical development. The proposed framework organizes recurring themes and provides a foundation for future research, highlighting the need for empirical evidence to further advance the field. This study is one of the first to systematically review consumer behaviour research in the metaverse and propose a stage-based framework, contributing to theoretical understanding and offering structured directions for future empirical research.
JEL Classification: M31; O32; Q55
Article History: Received: June 30, 2025; Reviewed: September 5, 2025;
Accepted: September 22, 2025; Available online: September 29, 2025.
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