Exploring key determinants of virtual worlds business success based on users' experience and perception

Xu , Xiaobo (Bob) (2010) Exploring key determinants of virtual worlds business success based on users' experience and perception. In: Cultural Attitudes towards Technology and Communication 2010 Proceedings of the Seventh International Conference on Cultural Attitudes towards Technology and Communication Vancouver, Canada, 15-18 June 2010. School of Information Technology Murdoch University, Murdoch, pp. 163-169.

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Abstract

Given the growth and popularity of virtual worlds, companies have a strong interest in presenting themselves successfully in virtual worlds. We designed an experimental study to identify the key determinants of virtual worlds business success based on users’ experience and perception. The preliminary results indicate that Starbucks, McDonalds, and Paris are the 3 most favorite sites. Furthermore, 5 key determinants (entertainment, functionality, interactivity, reality, and sociality) of business success in virtual worlds are identified in this study. We conclude the practical and theoretical implications of the findings of this study.

Item Type: Book Section
Subjects: Cultural Attitudes Towards Communication and Technology, Proceedings > CATaC Conference 2010
Depositing User: Sissi Kemp
Date Deposited: 14 Sep 2013 20:25
Last Modified: 26 Sep 2013 14:11
URI: http://sammelpunkt.philo.at/id/eprint/2284

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