CONSUMPTION EXPERIENCE IN VIRTUAL REALITIES: A CASE STUDY CONDUCTED IN SECOND LIFE
Keywords:
Second Life, Marketing, Experience consumes, Consumer behavior.Abstract
This study aims at investigating how does the consumer experience in Second Life. For this, we used a qualitative case study. Data collection was developed through participant observation, dialogue inspired by ethnography and semi-structured interviews. Content analysis guided obtaining results. It was found that feelings related to the procurement process are similar to what is felt by respondents to make purchases in real life and, in some cases, are even more pleasurable.Downloads
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Published
2015-03-27
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How to Cite
CONSUMPTION EXPERIENCE IN VIRTUAL REALITIES: A CASE STUDY CONDUCTED IN SECOND LIFE. (2015). INMR - Innovation & Management Review, 12(1), 98-120. https://journals.usp.br/rai/article/view/100318