Given the recent development in the metaverse, a new channel for conducting commerce activities named metaverse commerce has emerged. However, there is a need to understand the resistance to metaverse commerce among consumers. Hence, a moderated-mediation model is proposed and empirically tested. Passive innovation resistance was found to have direct and indirect effects on metaverse commerce resistance through the need for touch, whereas cognitive age moderates the direct and indirect effects of passive innovation resistance, such that the effects are more substantial for cognitively younger consumers. These results are then elaborated concerning their theoretical and practical implications.
