In this chapter, the authors explore the unique social dimension of shopping in virtual worlds, namely Second Life, by examining the role of avatar-based interactions in determining consumer shopping experience. To this end, an overview of Second Life, and other similar virtual worlds, is provided. This chapter then introduces the concept of social presence and offers a conceptual discussion of how avatarbased shopping in virtual environments is distinctive from shopping in other Web environments. Next, the authors present the preliminary findings of the ongoing research study investigating how consumers' interactions with salespersons and peer consumers via avatars influence their shopping experience in Second Life. This chapter concludes with a future prospect of virtual worlds and directions for future research.
|Title of host publication||Handbook of Research on Digital Media and Advertising|
|Subtitle of host publication||User Generated Content Consumption|
|Number of pages||16|
|Publication status||Published - 2010|
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)