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This research is based on the theory of interactivity media effects and flow theory to investigate online purchases on the metaverse platform. 491 customer responses received through the Google survey were analysed through partial least squares (PLS) structural equation modelling (SEM). This study highlighted that metaverse media characteristics like interactivity, augmentation, vividness and navigability had a significant influence on the flow experience of customers, whereas synchronicity was found to have an insignificant influence on the flow experience. Additionally, this study validated that metaverse flow induced affective responses and behavioural responses. However, this study rejected the influence of metaverse flow experience on cognitive response and metaverse purchase. The study adds a novel aspect to the knowledge of consumer behaviour about purchases made in the metaverse. 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