Retail Metaverse acceptance: A meta-analysis with Hofstede’s cultural moderation

As the utility of Metaverse gains momentum among Retailers, there is growing interest in exploring how this platform can enhance customer engagement and connection. Although previous studies have identified various drivers of adoption, the findings remain fragmented and seldom consider cross-cultural differences. This paper synthesizes 140 independent studies, involving 46,547 participants, through a meta-analysis guided by the SHIFT framework (Social Influence, Habit, Individual Self, Feelings and Cognition, and Tangibility) to develop an integrated understanding of the psychological levers shaping Metaverse acceptance. Findings indicate that individual self-elements and affective enjoyment are among the strongest predictors of attitudes, consumer intention and satisfaction. Additionally, national cultural values, operationalized through Hofstede’s six dimensions, moderate many of these relationships. For instance, power distance and long-term orientation amplify the effects of usability and affective engagement, respectively. The results provide a practical roadmap for retailers by connecting psychological theory with cultural insights, outlining how Metaverse strategies can be localized for different markets. Implications for retail design, platform development, and future research are also discussed, along with eight key insights.