Second Life, a 3-D virtual world, has evolved as a shopping channel for both consumers and retailers. This channel of retailing offers interactive environment, allows designing atmospherics, and provides enjoyable shopping experience as compared to website stores. The purpose of the study was: (1) to identify the key features of Second Life stores and (2) to determine the relationship of the Second Life store features with consumer purchase intentions. The online survey was administered in Second Life by an external research agency, and 249 usable surveys were collected. The data were analyzed utilizing factor analysis and regression. Three key features of Second Life stores were explored in this study. These three features were: (1) interactivity via the two components of two-way communication and active control, (2) store atmospherics, and (3) shopping enjoyment. Regression analysis showed that shopping enjoyment and two-way communication (i.e., the presence of an avatar sales representative) were significant predictors of purchase intention in Second Life stores, while active control and store atmospherics did not influence purchase intentions.

Background: E-commerce is an evolving market; the number of retailers and the growth in online shopping has built up a competitive market. It is therefore essential for companies to continuously develop their online activity to remain and attract new customers. To do so, companies need to create value for the customers and meet their demands: therefore it is of great importance for companies to understand consumers’ buying behavior, and moreover investigate in which factors are related to the consumers’ online purchase intention.   Purpose: The purpose is to explain the relationship between trust, perceived risk, shopping enjoyment, site design quality and online purchase intention.   Hypotheses: The authors of this study set up the following hypotheses: H1+: Trust is positively related to consumers’ online purchase intention. H2-: Perceived risk is negatively related to consumers’ online purchase intention. H3: Shopping enjoyment is related to consumers’ online purchase intention. H4+: Site design quality is positively related to consumers’ online purchase intention. Methodology: Survey study. Conclusion: Hypothesis 1 was supported in this study. Hypothesis 2 was not supported in this study. Hypothesis 3 was supported in this study. Hypothesis 4 was supported in this study.

Background: The concept of value perception is widely discussed in scientific literature and it is well-known, that channels deliver value to the customer. However, so far there has been no research about the efficiency of channels, especially the consumer´s perception of channel efficiency. Therefore, this study contributes to the current literature in channel management and it fills an existing research gap. The authors establish a definition of the term 'channel efficiency' and they develop a measuring instrument. For this thesis, the three criteria (1) shopping enjoyment, (2) interpersonal service quality and (3) price level are taken into consideration for the efficiency calculation. The two channels of interest are physical retail stores and the Internet. The target group is university students. Purpose: To measure and compare the efficiency of the channels 'physical retail store' and 'Internet' from the consumer´s view and thus, to find general patterns of rated channel efficiency. This will be achieved by investigating the individual channel value perception of certain channel specific criteria and by exploring the respective relevance of these criteria.   Research Questions: 1. What is the general channel efficiency of the channel physical retail store? 2. What is the general channel efficiency of the channel Internet? Method: A quantitative study in form of an online questionnaire has been conducted with German and Swedish students. 1 995 persons participated in the survey. The analysis has been carried out by using the computer software SPSS. Thus, the collected data could be edited with respect to the verification of the proposed hypotheses, the calculation and comparison of the respective channel efficiencies and additionally, the identification of patterns for gender and age groups. Research findings: The analysis of the collected data has shown that the three regarded criteria are of diverse importance and they are perceived differently for the channels physical retail stores and the Internet. Hence, the efficiency of those two channels is also unequal; physical retail stores reach a mean value of 46.8% and the Internet in turn achieves an average of 43.1%. This shows that both channels hold potential for improvement. When looking at patterns between gender and age groups, the authors could also identify interesting differentiations.