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

Abstract

The rapid development of metaverse technologies is poised to transform consumer behavior and marketing strategies, yet empirical research on this topic remains limited. To fill this gap, the study aimed to systematically explore the existing academic research on the metaverse's influence on consumer behavior in the broader management context. Utilizing the SPAR-4-SLR protocol, 48 eligible articles were assessed and selected based on inclusion criteria focusing on studies examining the influence of the metaverse and providing empirical (quantitative or qualitative) evidence. Additionally, the Theory-Context-Characteristics-Methods (TCCM) framework was employed to comprehensively analyze existing studies. The review identified key trends, theories, and methodological approaches used in metaverse research. Our findings revealed a significant lack of empirical studies and highlighted the need to integrate metaverse technologies more effectively into consumer behavior research. The study also offers specific insights into the influence of immersive experiences, technological acceptance, and interaction patterns on consumer behavior. By highlighting these research gaps and proposing a future research agenda that includes diverse contexts and methodologies, this paper provides a comprehensive roadmap for advancing metaverse and consumer behavior research. This study contributes to both consumer behavior and metaverse literature by offering actionable directions for future research and enhancing understanding in this emerging field.