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, Youngjun 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 Dec 1
Externally publishedYes

Fingerprint

Second life
Online shopping
Shopping
Avatar
Virtual worlds
Shopping experience
Interaction
Social dimension
Virtual environments
World Wide Web
Salesperson
Social presence
Peers

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)

Cite this

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

Does second life mark the beginning of a new era of online shopping? Exploring the avatar-based shopping experience in virtual worlds. / Moon, Jang Ho; Sung, Youngjun; Choi, Sejung Marina.

Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. IGI Global, 2010. p. 232-247.

Research output: Chapter in Book/Report/Conference proceedingChapter

Moon, JH, Sung, Y & Choi, SM 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. IGI Global, pp. 232-247. https://doi.org/10.4018/978-1-60566-792-8.ch012
Moon JH, Sung Y, Choi SM. 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. IGI Global. 2010. p. 232-247 https://doi.org/10.4018/978-1-60566-792-8.ch012
Moon, Jang Ho ; Sung, Youngjun ; Choi, Sejung Marina. / Does second life mark the beginning of a new era of online shopping? Exploring the avatar-based shopping experience in virtual worlds. Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. IGI Global, 2010. pp. 232-247
@inbook{e7d0f634163348f1826e20b84dd1b91f,
title = "Does second life mark the beginning of a new era of online shopping? Exploring the avatar-based shopping experience in virtual worlds",
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.",
author = "Moon, {Jang Ho} and Youngjun Sung and Choi, {Sejung Marina}",
year = "2010",
month = "12",
day = "1",
doi = "10.4018/978-1-60566-792-8.ch012",
language = "English",
isbn = "9781605667928",
pages = "232--247",
booktitle = "Handbook of Research on Digital Media and Advertising",
publisher = "IGI Global",

}

TY - CHAP

T1 - Does second life mark the beginning of a new era of online shopping? Exploring the avatar-based shopping experience in virtual worlds

AU - Moon, Jang Ho

AU - Sung, Youngjun

AU - Choi, Sejung Marina

PY - 2010/12/1

Y1 - 2010/12/1

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=84898207538&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84898207538&partnerID=8YFLogxK

U2 - 10.4018/978-1-60566-792-8.ch012

DO - 10.4018/978-1-60566-792-8.ch012

M3 - Chapter

AN - SCOPUS:84898207538

SN - 9781605667928

SP - 232

EP - 247

BT - Handbook of Research on Digital Media and Advertising

PB - IGI Global

ER -