Conceptual Framework of Metaverse Retail Application Characteristics and Consumer Behavior

This study develops a comprehensive conceptual framework mapping relationships between metaverse retail characteristics and consumer behavior, addressing a critical gap in understanding how emerging virtual retail environments influence purchase decisions. Through systematic review of 39 peer-reviewed articles (2000-2023), the research identifies five key metaverse retail characteristics: digital avatars, human interfaces, data accessibility, seamless technology, and creator economy. The framework demonstrates how these characteristics influence purchase intentions through three mediating pathways: consumer experience, response, and gratification (hedonic, utilitarian, and social). Using Khan et al.’s (2003) five-step methodology combined with MacInnis’s (2011) framework building principles, the study reveals how technological features integrate with consumer behavior patterns in virtual retail environments. The findings suggest that successful metaverse retail strategies require balanced attention to both technological capabilities and behavioral dynamics. The framework addresses theoretical gaps while providing practical guidance for retailers entering the metaverse space, particularly valuable as the market approaches $800 billion by 2024. This research contributes to both academic understanding of virtual retail behavior and practical implementation of metaverse strategies, while identifying opportunities for future empirical validation across different cultural contexts and consumer segments.

Keywords: Metaverse Retail, Consumer Behavior, Virtual Retail, Digital Avatars, Purchase Intention.