Does second life mark the beginning of a new era of online shopping? Exploring the avatar-based shopping experience in virtual worlds

Jang Ho Moon, Yongjun Sung, Sejung Marina Choi

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

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.

Original languageEnglish
Title of host publicationHandbook of Research on Digital Media and Advertising
Subtitle of host publicationUser Generated Content Consumption
PublisherIGI Global
Pages232-247
Number of pages16
ISBN (Print)9781605667928
DOIs
Publication statusPublished - 2010
Externally publishedYes

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)

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    Moon, J. H., Sung, Y., & Choi, S. M. (2010). Does second life mark the beginning of a new era of online shopping? Exploring the avatar-based shopping experience in virtual worlds. In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 232-247). IGI Global. https://doi.org/10.4018/978-1-60566-792-8.ch012