Second Life as a Research Environment: Avatar-based Focus Groups (AFG)

Structured abstract Purpose - Over the last decade there has been a rapid increase in using 3D virtual worlds (VWs) as a research tool. Motivated by the ability of VWs to stimulate the realism of physical places, this study examines the nature and the potential use of Avatar-based Focus Groups (AFGs) (i.e., focus groups conducted in 3D VWs) as compared to face-to-face and online focus groups. Design/methodology/approach - Using a two-phase reflective approach, data were collected first by using traditional face-to-face focus groups, followed by AFGs. In phase 2, an online semi-structured survey provided comparison data and experiences in AFGs, 2D online focus groups and traditional face-to-face focus groups. Findings - The findings identify the advantages and disadvantages of Avatar-based Focus Groups (AFGs) for marketing research. There is no evident difference in data quality between the results of AFGs and face-to-face focus groups. AFG compensates for some of the serious limitations associated with OFGs. Practical implications - The paper reflects on three issues, data quality, conduct of AFGs (including the moderator reflection), and participant experience that together inform our understanding of the characteristics, advantages, and limitations of AFG. Originality/value - The first paper to compare between AFGs, traditional face-to-face focus groups and online focus groups (OFGs). AFG holds many advantages over OFGs and even, sometimes, over face-to-face focus groups providing a suitable environment for researchers to collect data

Source, message and medium?:The role of personal values in forming credibility perceptions of non-sponsored product review videos

Purpose This paper aims to investigate an integrated, holistic assessment of the characteristics by which consumers judge non-sponsored product review video (PRV) source, message and medium components as credible, and how these are linked to personal values for a deeper understanding of multidimensional credibility assessments of PRVs. Design/methodology/approach Employing a means-end approach, the authors draw on credibility theory and the persuasion knowledge model to analyse data from 21 in-depth semi-structured laddering interviews. Findings First, the authors demonstrate distinctive contributions of the video modality towards PRV credibility assessments and the interplay between specific PRV characteristics, cognitive and socio-emotional consequences, and personal values in an ongoing process of credibility assessment. Second, high persuasion knowledge creates awareness of the potential phoniness of the market, revealing a dark side to PRV use even in non-sponsored PRV seemingly created and shared as an act of benevolent concern between consumers. Research limitations/implications This paper focused on the credibility of non-sponsored PRVs, future studies might investigate motivations and attributes by which users judge sponsored reviews. Also, the roles of specific product categories and existing brand trust on PRVs credibility provide avenues for further research. Practical implications This research offers practical implications for reviewers and brand managers to leverage the unique informational values of video by focusing on the interplay between credibility attributes and customer values. Originality/value This work advances credibility theory in the PRV context by examining how non-sponsored PRVs are evaluated as credible, by highlighting consumer persuasion knowledge and scepticism and including the holistic effects of the interplay between source, message and video format characteristics and by linking these to consumers’ goals and values

Persuasive or not?:The Effect of Social Media Influencer’s Credibility on Consumer Processing and Purchase Intention

This paper investigates social media usage, focusing on the association between the influencer’s credibility and purchase intention. Building on the theory of source credibility and involvement inventory, a mediating effect research framework is proposed and evidenced. To test our proposed framework, data were collected via on-line survey and analysed by using partial least squares structural equation modelling (PLS-SEM). Drawn from 254 Thai social media users, our study suggests that credibility has a significant association with cognitive and affective responses as well as with normative and informative social influences. Upon which credibility has the most influence on affective response. To this end, our data indicate that social media followers increase their purchase intention through cognitive response. Nevertheless, social influences do not seem to have an inter-relationship with personal responses and do not strengthen the relationship between responses and purchase intention. These results point to several important theoretical implications and empirical advice to practitioners

Metaverse-Retail Service Quality: A Future Framework for Retail Service Quality in the 3D Internet

This paper argues that service quality in retailing in 3D Collaborative Virtual Environments (aka Metaverses) is distinct from service quality in the more familiar 2D mainly menu-driven web internet store (e-SQ). The study identifies and conceptualises the determinants of Metaverse Retailing service quality (MR-SQ) through a combination of focus groups and Critical Incident Technique. A set of four overarching determining elements of MR-SQ was revealed including customer service, product dimension, store dimension and 3D platform dimension. These incorporate some of the features found in 2D e-SQ but importantly the study indicated new characteristics, unique to MR-SQ. The CVE context presents opportunities for retailers in enhancing social experience, responsive service and creative co-production opportunities. It is within these gaps that respondents identified in 2D retailing that current CVEs and the future Web 3.0 hold appealing prospects for enhancing and producing creative and co-operative online retailing service quality (MR-SQ). The study provides a framework for guidance for retailers as well as for future research. Summary Statement of Contribution: The paper establishes new understanding of the determinants of Metaverse Retailing-Service Quality (MR-SQ). For virtual worlds in general and for service quality in particular, this study shows new MR-SQ dimensions, overlapping dimensions with different meanings to MR-SQ compares to e-SQ, and similar dimensions in both MR-SQ and e-SQ

Service quality in collaborative virtual environments (CVEs):A conceptual model for research

E-service has been increasingly acknowledged by both academics and practitioners as being one of the major determinants in successful e-commerce helping companies to achieve higher levels of customer satisfaction and retention (Gronroos et al., 2000). Recently, there is interest amongst marketers and advertisers in using collaborative virtual environments (CVEs) as sites for engaging consumers in deeper and more sustaining ways. CVEs are immersive, threedimensional, virtual worlds, with multi-user access (Gerhard et al., 2004). Before committing to development on these platforms, it is essential for online service providers to understand what the customer values in a virtual online service transaction. Using the Critical Incident Technique, this research explores how customers conceptualize service quality in CVEs (v-service quality). A conceptual model of the determinants of v-service quality is introduced consisting of four main dimensions: Interaction, Product Features, Store Features, and 3D Platform Features. Given the exploratory nature of this research, further research is required to develop an appropriate instrument to measure service quality in the 3D context

Exploring customer perceptions of e-service quality in collaborative virtual environments: a critical incident analysis

E-service has been increasingly recognized by both researchers and practitioners as being one of the key determinants in successful e-commerce. Second Life (SL) is a popular example of a collaborative virtual environment (CVE) that is an immersive, three-dimensional, virtual world. Inhabitants of SL often describe their experiences in-world as having great social presence. However, there are doubts expressed about whether human behaviours will be the same in VWs as they are in real life or on 2D websites. Hence, it seems dangerous to assume that marketing models such as service quality developed elsewhere will apply in these 3D CVEs. Using the Critical Incident Technique, this research aims to explore how customers conceptualize e-service quality in CVEs, such as Second Life. In addition, a primary concern of the online consumer is that of trust, often considered as a parameter within e-service quality. The second objective of this research is to explore what respondents believe constitutes institutional trust in CVE environments. The results will illustrate whether there are differences between respondent perceptions of what constitutes e-service quality and trust in CVE environments compared to the 2D website and offline context, and whether any new issues arise