Marketing strategies in virtual worlds

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Marketing strategies in virtual worlds

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ACM SIGMIS Database archive
Volume 38 , Issue 4 (November 2007) table of contents

SESSION: Research contibutions table of contents

Pages: 77 - 80

Year of Publication: 2007

ISSN:0095-0033

Authors

Tsz-Wai Lui	Cornell University
Gabriele Piccoli	Cornell University
Blake Ives	University of Houston

Publisher

ACM New York, NY, USA

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Downloads (6 Weeks): 30, Downloads (12 Months): 286, Citation Count: 2

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abstract references cited by index terms collaborative colleagues

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ABSTRACT

More and more businesses are selling products and providing services through multiple channels. 3D virtual worlds are emerging to be one of the channels for companies to communicate with their customers. Being able to simulate similar experiences as customers have in real stores, virtual worlds are able to enhance product knowledge, attitude and purchase intention of customers. However, not all product attributes are able to be experienced virtually because not all kinds of senses (e.g. taste) can be digitzed and presented through a virtual reality interface. Applying theory of cognitive fit and media richness theory, we propose the products attributes that can be experienced virtually with the current technologies. These product attributes and their moderating effects on the relationships between virtual reality and product knowledge, attitude and purchase intention should be studied further so that companies can make decides on the investment in their presence in virtual worlds and the marketing strategies most appropriate for their products.

REFERENCES

Note: OCR errors may be found in this Reference List extracted from the full text article. ACM has opted to expose the complete List rather than only correct and linked references.

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CITED BY 2

	Lakshmi Goel , Sonja Prokopec, If you build it will they come?--An empirical investigation of consumer perceptions and strategy in virtual worlds, Electronic Commerce Research, v.9 n.1-2, p.115-134, June 2009
	Peter Dalsgaard , Kim Halskov, Dynamically transparent window, Proceedings of the 27th international conference extended abstracts on Human factors in computing systems, April 04-09, 2009, Boston, MA, USA