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This study aimed to examine consumers’ impulse purchases of luxury products in the metaverse, specifically by exploring how consumers’ motivational and emotional experiences affect virtual luxury product purchases in the metaverse.

An online survey was administered to a total of 230 users of various metaverse platforms in China. The data were analysed using partial least squares structural equation modelling (PLS-SEM) disjoint two-stage approach.

The findings indicated that motivational experience (goal importance and goal interest) and positive emotion (fantasy, feeling and fun) have positive effects on impulse buying of luxury products in the metaverse, but none for negative emotions (loneliness and isolation).

This study indicated that understanding and leveraging consumers’ motivational experiences and positive emotions can drive their impulse buying behaviour of luxury products in the metaverse, hence providing virtual and brand retailers with a testbed for their products before they launch in the physical market.

This study enriches our comprehension of consumers’ metaverse luxury purchases by delving into the impacts of motivational and emotional experiences on impulse buying behaviours.