A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce

Tran, M.Q. and Minocha, S. and Roberts, D. and Laing, A. and Langdridge, D. (2011) A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce. In: Human-Computer Interaction – INTERACT 2011. INTERACT 2011. Lecture Notes in Computer Science . Springer, Lisbon, pp. 362-379. ISBN 9783642237737

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Virtual worlds are three-dimensional (3D) persistent multi-user online environments where users interact through avatars. The affordances of virtual worlds can be useful for business-to-consumer e-commerce. Moreover, affordances of virtual worlds can complement affordances of websites to provide consumers with an enhanced e-commerce experience. We investigated which affordances of virtual worlds can enhance consumers' experiences on e-commerce websites. We conducted laddering interviews with 30 virtual world consumers to understand their perceptions of virtual world affordances. A means-end analysis was then applied to the interview data. The results suggest co-presence, product discovery, 3D product experience, greater interactivity with products and sociability are some of the key virtual world affordances for consumers. We discuss theoretical implications of the research using dimensions from the Technology Acceptance Model. We also discuss practical implications, such as how virtual world affordances can be incorporated into the design of e-commerce websites. © 2011 IFIP International Federation for Information Processing.

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23 Jan 2018 11:58
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21 Nov 2022 16:24