Investigating affordances of virtual worlds for real world B2C e-commerce

Virtual worlds are three-dimensional (3D) online persistent multi-user environments where users interact through avatars. The literature suggests that virtual worlds can facilitate real world business-to-consumer (B2C) e-commerce. However, few real world businesses have adopted virtual worlds for B2C e-commerce. In this paper, we present results from interviews with consumers in a virtual world to investigate how virtual worlds can support B2C e-commerce. A thematic analysis of the data was conducted to uncover affordances and constraints of virtual worlds for B2C e-commerce. Two affordances (habitability and appearance of realness) and one constraint (demand for specialised skill) were uncovered. The implications of this research for designers are (1) to provide options to consumers that enable them to manage their online reputation, (2) to focus on managing consumers’ expectations and (3) to facilitate learning between consumers

Using 3D product visualisation to tap consumers’ experience with online retailers: From telepresence to authenticity

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiment. The first stage uses two-way repeated measures ANOVA to determine the effects of the progressive levels of control and animated colours on 3D authenticity (the dependent variable). In a second stage, we use structural equation modelling to test the proposed hypothesis. This research uses a U.K. sample to investigate the effects of 3D authenticity and 3D telepresence on willingness to purchase and reveals significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid

Modelling 3D product visualisation for online retail atmospherics

Purpose: The Stimulus (S) Organism (O) Responses (R) paradigm has been extensively studied in conventional retailing but has received little attention in the online context. This study aims to investigate the effects of an online retailer atmospheric using three dimensional (3D) product visualisation. Design/methods/approach: We operationalise 3D antecedents, the main online atmospheric cues, as the “stimulus” (S) that attracts consumers’ attention towards the online retailer, authenticity of the 3D, hedonic and utilitarian value as the “organism” (O) part, and consumers’ behavioural intention as the “responses” (R) part. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. Findings: The control and animated colours represent the main stimuli (S). Furthermore, 3D authenticity, hedonic and utilitarian values are the main determinants of behavioural intentions. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. Practical implications: Retail website designers can contribute to enhancing consumers’ virtual experience by focusing more on utilitarian and hedonic value. Any 3D flash should include the essential information that consumers seek and consumers should be able to click to any part of the 3D flash to access further information. Originality/values: To the best of the authors’ knowledge, this research is the first in the U.K. that uses a U.K. sample to investigate the effects of using 3D product visualisation on consumers’ perceptions and responses. Our research makes an important contribution to the online atmospheric literature by providing a rich explanation of how authenticity of the 3D virtual models adds more information, fun and enhances consumers’ responses towards the online retailer

The effects of progressive levels of 3d authenticity antecedents and consequences on consumers’ virtual experience

This study investigates the effects of authentic three dimensional (3D) product visualisation antecedents on 3D authenticity, and the effects of 3D authenticity consequences on consumers’ virtual experience. A hypothetical retailer Web site presents a variety of laptops for the within-subjects laboratory experiments. In a first experiment, a one-way ANOVA compares telepresence and authenticity scores. The second experiment uses two-way repeated measures ANOVA to determine the effects of the progressive levels of the antecedents on 3D authenticity. In a third experiment, two-way repeated measures ANOVA determine the effects of the progressive levels of 3D authenticity consequences on willingness to purchase. The results show that authenticity is more useful than telepresence in simulating consumers’ virtual experience. The high levels of control and animated colours lead to higher authenticity for the site. In addition, the high levels of 3D utilitarian and hedonic constructs enhance willingness to purchase from the online retailer

3D product authenticity model for online retail: An invariance analysis

This study investigates the effects of different levels of invariance analysis on three dimensional (3D) product authenticity model (3DPAM) constructs in the e- retailing context. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. We empirically investigate the invariance across the subgroups to validate the results of our 3DPAM. We concluded that the 3D product authenticity model construct was invariant for our sample across different gender, level of education and study backgrounds. These findings suggested that all our subgroups conceptualised the 3DPAM similarly. Also the results show some non-invariance results for the structural and latent mean models. The gender group posits a non-invariance latent mean model. Study backgrounds group reveals a non-invariance result for the structural model. These findings allowed us to understand the 3DPAMs validity in the e-retail context. Managerial implications are explained

Designing learning activities in Second Life for student engagement

Three-dimensional virtual worlds are multimedia, simulated environments, often managed over the Web, which users can ‘inhabit’ and interact via their own graphical, humanoid, self-representations known as avatars. 3D virtual worlds are being used in many applications: education/training, gaming, social networking, marketing and commerce. Second Life (http://www.secondlife.com) is the most widely used 3D virtual world in education. Our research as well as experiences on two courses at the Open University has shown that it can be very challenging for an educator to design and conduct course-related learning activities in Second Life. There is currently little (formal) guidance for educators to assist them with the design and facilitation of learning activities. Most Second Life teaching and learning initiatives are personal initiatives in the sense that an educator or a team of educators have realised the potential of 3D virtual worlds in education and have adopted Second Life on some of their pedagogical activities in conjunction with other 2D tools (eg blogs and wikis) or the course’s virtual learning environment (VLE). For designing learning activities in Second Life, some of the questions that an educator or instructional designer may face are: How should Second Life activities be situated within the course to engage learners? How should the activities be designed to implicitly impart Second Life training and skills-development to students for using the Second Life software and for interacting within the Second Life environment? Is there a relationship between design of activities and design of 3D learning spaces in Second Life? In this paper, we report the results of a study in which we conducted semi-structured interviews and focus groups with Second Life educators, designers and students. Based on this empirical research, we have derived design guidelines for educators and designers who are involved in designing learning activities in SL. In our presentation, we will specifically focus on the relationship between the design of activities and design of learning spaces within Second Life, and the corresponding effects on student experience and learning. We will discuss vignettes from the data to illustrate the design guidelines. We hope that our presentation will provide useful guidance and triggers for ideas to educators and designers who are planning to set up learning activities and spaces in Second Life

3D virtual worlds as environments for literacy learning

Background: Although much has been written about the ways in which new technology might transform educational practice, particularly in the area of literacy learning, there is relatively little empirical work that explores the possibilities and problems - or even what such a transformation might look like in the classroom. 3D virtual worlds offer a range of opportunities for children to use digital literacies in school, and suggest one way in which we might explore changing literacy practices in a playful, yet meaningful context. Purpose: This paper identifies some of the key issues that emerged in designing and implementing virtual world work in a small number of primary schools in the UK. It examines the tensions between different discourses about literacy and literacy learning and shows how these were played out by teachers and pupils in classroom settings.Sources of evidence: Case study data are used as a basis for exploring and illustrating key aspects of design and implementation. The case study material includes views from a number of perspectives including classroom observations, chatlogs, in-world avatar interviews with teachers and also pupils, as well as the author’s field notes of the planning process with accompanying minutes and meeting documents.Main argument: From a Foucauldian perspective, the article suggests that social control of pedagogical practice through the regulation of curriculum time, the normalisation of teaching routines and the regimes of individual assessment restricts teachers’ and pupils’ conceptions of what constitutes literacy. The counternarrative, found in recent work in new litearcies (Lankshear & Knobel, 2006) provides an attractive alternative, but a movement in this direction requires a fundamental shift of emphasis and a re-conceptualisation of what counts as learning.Conclusions: This work on 3D virtual worlds questions the notion of how transformative practice can be achieved with the use of new technologies. It suggests that changes in teacher preparation, continuing professional development as well as wider educational reform may be needed

Using authentic 3D product visualisation for an electrical online retailer

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical electrical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiments. The first experiment uses two-way repeated measures ANOVA to determine the effects of the antecedents on 3D authenticity. In a second experiment, a one-way ANOVA compares telepresence and authenticity scores. This research uses a U.K. sample to investigate the effects of control and animated colours on 3D authenticity and the effects of 3D authenticity on experiential and instrumental values. The results reveal significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. Moreover, experiential and instrumental values represent the main consequences of 3D authenticity