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.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc84289 |
| Date | 08 1900 |
| Creators | Thombre, Avantika |
| Contributors | Pookulangara, Sanjukta, Josiam, Bharath M., Kim, Jiyoung |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Thombre, Avantika, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved. |
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