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The Virtual Experience Economy: A Service-Dominant Logic Perspective

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Published
Publication date2015
Host publicationHandbook on 3D3C Platforms: Applications and Tools for Three Dimensional Systems for Community, Creation and Commerce
EditorsYesha Sivan
PublisherSpringer
Pages271-292
Number of pages22
ISBN (Electronic)9783319220413
ISBN (Print)9783319220406
<mark>Original language</mark>English

Abstract

Marketers and advertisers are interested in using 3D3C worlds as sites for engaging consumers in deeper and more sustaining ways. In this chapter, an integrated conceptual model for the virtual experience grounded in the emerging service-dominant (S-D) logic is developed. This integrated conceptualization offers a broadened view of 3D3C worlds through evaluating the Pine and Gilmore (Harvard Business Review, July–August:97–105, 1998) conceptualization of the experience economy within the 3D3C context. It becomes evident that this conceptualization is less relevant to the virtual context and cannot be applied without modifications. The model developed and presented identifies that the virtual experience is centered on two dimensions: first, the type of interaction within the virtual experience, that is, individual versus collaborative interaction and second, the context of interaction: virtual consumption versus real life consumption (i.e., the interplay between 3D3C worlds and real life). The emerging concepts of service-dominant logic are presented as a means to reframe and improve the marketing experience for increased relevance and impact within 3D3C worlds.