Towards the Understanding of Consumer Behavior in the Metaverse: A Systematic Literature Review Using the PRISMA Methodology

Introduction

Emerging technologies, such as deep learning, are increasingly being adopted in both personal and business contexts (Gil-Garcia, Helbig and Ojo, 2014; Valle-Cruz, 2019; Valle-Cruz et al., 2020). These technologies are being used to detect patterns, interact with users, and provide valuable information for decision-making (Valle-Cruz, Fernandez-Cortez and Gil-Garcia, 2022; Garduño et al., 2023; Hernández, Valle-Cruz and Méndez, 2023). The trend is to use these technologies to improve efficiency, reduce time and errors, and perform activities that pose risks to human safety (Criado and Gil-Garcia, 2019). Emerging technologies have facilitated virtuality, that has the potential to perform a variety of tasks without compromising human safety (Nicol, 2022).

Companies are adapting to digital transformation by implementing innovative management and marketing strategies across various areas of commerce, such as e-commerce, social commerce (s-commerce), logistics, and product delivery services, brand influence, product selection, pricing, offer management, promotions, and user recommendations, all of which have the potential to shape consumer behavior (Alderete, 2019; Sohn and Kim, 2020; Erdmann and Ponzoa, 2021). The emergence of digital, virtual, and immersive environments like the metaverse is starting to impact certain cyber user communities (Zallio and John Clarkson, 2022).

Recent years have seen a shift in consumer behavior due to factors such as population growth, changes in lifestyles, and the COVID-19 pandemic (Muñoz-Chávez, Hernández Rivera and Bolaños-Rodríguez, 2021). New technologies have played a crucial role in facilitating the creation of virtual communities and platforms where Internet users can share and exchange experiences and consumer opinions with other users (Liao, Widowati and Hsieh, 2021). These technologies also enable companies to engage with their consumers by gathering feedback on products and services, which helps to measure consumer behavior and satisfaction. This information can provide companies with valuable insights on how to improve their products and services (Qenaj and Beqiri, 2022).

Consumer behavior can be defined as the process by which individuals, groups, or organizations select, purchase, use, and dispose of goods and services to satisfy their needs and wants (Khan et al., 2022). This encompasses the actions and attitudes of consumers when making purchasing decisions, consuming products, and services, and disposing of them. The study of consumer behavior involves analyzing factors such as what consumers buy, why they buy, how often they buy, and how they use the products they purchase (Muñoz-Chávez, García-Contreras and Valle-Cruz, 2022).

Traditionally, consumers go through a process of recognition, information gathering, and evaluation before making a purchase decision (Miah et al., 2022). This process is influenced by various factors, such as social, cultural, economic, and lifestyle factors. Nowadays, social media and technological advancements play a significant role in the marketing environment and have an impact on consumer behavior. Companies that take advantage of these trends are able to achieve their objectives and increase profitability due to the low costs and increased consumer engagement on social media platforms such as Facebook or Twitter (Ajina, 2019).