CONSUMER BEHAVIOUR IN THE METAVERSE: A SYSTEMATIC REVIEW

Authors : Zeynep Sevgi Balık

Pages : 224-236

Doi:10.56400/tarsusiibfdergisi.1581788

View : 32 | Download : 26

Publication Date : 2024-12-23

Article Type : Review Paper

Abstract :Consumer behaviour on Metaverse platforms has become an increasingly important topic. This study aims to examine the reasons why consumers purchase virtual products or real products through the Metaverse. For this purpose, Web of Science and Scopus databases were scanned, and 31 articles were examined according to elimination process 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 common finding across the articles is that consumers who view their avatars as extensions of themselves are more likely to purchase items for their avatars.
Keywords : Tüketici Davranışı, Metaverse, Satın Alma Niyeti, PRISMA 2020