Exploring Consumer Behavior in the Metaverse: Current Insights and Future Directions

Abstract

The metaverse, a virtual shared space blending physical and digital realities, is fundamentally transforming consumer behavior by introducing unprecedented modes of engagement. As businesses increasingly adopt metaverse platforms for marketing, social interaction, and commerce, understanding consumer behavior in these immersive environments has become critical for strategic decision-making. This review synthesizes existing research on metaverse-driven consumer behavior, identifying key themes such as virtual identity formation, digital ownership (e.g., NFTs), social influence dynamics, and experiential immersion. Additionally, we explore emerging challenges, including privacy concerns, digital addiction, and cross-platform interoperability issues, which shape user adoption and retention. To advance scholarly and practical understanding, we propose a conceptual model integrating psychological (e.g., self-expression motives), technological (e.g., VR/AR usability), and social (e.g., community norms) factors that collectively influence metaverse consumption patterns. This framework aims to guide future empirical research and help businesses tailor engagement strategies in this rapidly evolving digital landscape. 

Keywords: Metaverse, consumer behavior, digital ownership, virtual identity, immersive experiences.