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

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.