Consumer Behaviour in the Metaverse: A Systematic Review

Abstract

Consumer behavior on metaverse platforms has become an increasingly important topic. This study aims to examine the reasons why consumers purchase virtual products or purchase real products through the metaverse. For this purpose, Web of Science and Scopus databases were scanned and 31 articles were examined as a result of the elimination made by following the PRISMA 2020 protocol. As a result of the research, it was observed that the most examined variables were value and self-concept. One of the similar outcomes of the articles is that consumers who see their avatars as extensions of themselves show a more positive tendency to purchase items for their avatars.