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

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Systematic review reveals gaps in empirical research on metaverse's influence on consumer behavior, suggesting a need for improved methodologies.

Consumer behavior research is significantly lacking empirical studies on the metaverse's influence, indicating a critical gap in the literature.
Key trends identified include immersive experiences and technological acceptance, which shape how consumers interact in the metaverse.
Utilizing the SPAR‐4‐SLR protocol, a systematic review of 48 articles highlighted various methodological approaches in metaverse studies.
Future research should integrate diverse contexts and methodologies to enhance understanding of consumer behavior in the metaverse.

Yin et al. (2025) studied this question.

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Systematic review reveals gaps in empirical research on metaverse's influence on consumer behavior, suggesting a need for improved methodologies.