Consumer Behaviour in the Metaverse: Empirical Insights From a Meta‐Analysis

ABSTRACT Metaverses are rapidly expanding, yet the complexities inherent in these virtual environments remain insufficiently understood, which, in turn, limits the ability to anticipate potential challenges and capitalize on emerging opportunities. In response, this study establishes and examines a metaverse behaviour model using meta‐analytic structural equation modeling (MASEM) and hierarchical meta‐regression on 412 effect sizes drawn from 39,580 participants. Findings suggest that interactivity and vividness are drivers of telepresence in the formation of consumers' metaverse immersiveness, and that enjoyment, rather than flow, acts as the core mediator between telepresence and attitude in consumers' metaverse experience. Moderation results reveal further insights into consumers' metaverse behaviour, showing that the impact of telepresence on attitude is stronger among consumers who are older (vs. younger), use a VR headset (vs. traditional screen), and engage in online (vs. offline) retail. Meanwhile, the impact of attitude on intention in the metaverse is stronger among consumers who engage in online (vs. offline) retail or use augmented reality (vs. virtual reality) for hedonic (vs. utilitarian) products, leveraging the functionality of the metaverse as a tool (vs. target). These insights not only challenge existing assumptions about consumer engagement in virtual environments but also equip metaverse developers and marketing managers with informed strategies to optimize consumers' experience and shape their behaviour within the metaverse.