TY - GEN

T1 - Investigating affordances of virtual worlds for real world B2C E-commerce

AU - Tran, M.Q.

AU - Minocha, S.

AU - Roberts, D.

AU - Laing, A.

AU - Langdridge, D.

AU - NCR, Microsoft Research;

PY - 2011

Y1 - 2011

N2 - Virtual worlds are three-dimensional (3D) online persistent multi-user environments where users interact through avatars. The literature suggests that virtual worlds can facilitate real world business-to-consumer (B2C) e-commerce. However, few real world businesses have adopted virtual worlds for B2C e-commerce. In this paper, we present results from interviews with consumers in a virtual world to investigate how virtual worlds can support B2C e-commerce. A thematic analysis of the data was conducted to uncover affordances and constraints of virtual worlds for B2C e-commerce. Two affordances (habitability and appearance of realness) and one constraint (demand for specialised skill) were uncovered. The implications of this research for designers are (1) to provide options to consumers that enable them to manage their online reputation, (2) to focus on managing consumers' expectations and (3) to facilitate learning between consumers.

AB - Virtual worlds are three-dimensional (3D) online persistent multi-user environments where users interact through avatars. The literature suggests that virtual worlds can facilitate real world business-to-consumer (B2C) e-commerce. However, few real world businesses have adopted virtual worlds for B2C e-commerce. In this paper, we present results from interviews with consumers in a virtual world to investigate how virtual worlds can support B2C e-commerce. A thematic analysis of the data was conducted to uncover affordances and constraints of virtual worlds for B2C e-commerce. Two affordances (habitability and appearance of realness) and one constraint (demand for specialised skill) were uncovered. The implications of this research for designers are (1) to provide options to consumers that enable them to manage their online reputation, (2) to focus on managing consumers' expectations and (3) to facilitate learning between consumers.

KW - Consumer experience

KW - E-commerce

KW - Interaction design

KW - Qualitative research

KW - Virtual worlds

KW - Electronic commerce

KW - Interactive computer graphics

KW - Three dimensional computer graphics

KW - Virtual reality

KW - B2C e-commerce

KW - Business to consumer (B2C) E commerces

KW - Multiuser environments

KW - Thematic analysis

KW - Human computer interaction

M3 - Conference contribution/Paper

SP - 520

EP - 525

BT - BCS-HCI '11 Proceedings of the 25th BCS Conference on Human-Computer Interaction Newcastle-upon-Tyne, United Kingdom — July 04 - 08, 2011

PB - BCS Learning and Development Limited

CY - Swindon

ER -