Design Guidelines for B2C E-Commerce in Virtual Worlds

Minh Quang Tran,Dave Roberts,Shailey Minocha,Darren Langdridge,Angus Laing

doi:10.14236/ewic/hci2011.17

Minh Quang Tran, Dave Roberts + Show 3 more

Open Access

https://doi.org/10.14236/ewic/hci2011.17

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Publication Date: Jul 1, 2011
Citations: 3	License type: CC BY 4.0

Affiliation: Universidade Aberta, Loughborough University

Abstract

Virtual worlds are three-dimensional (3D) persistent multi-user online environments in which users interact through avatars. Virtual worlds support many kinds of activities, including education, socialising, gaming and e-commerce. Our research focuses on how virtual worlds can be used to facilitate business-to-consumer (B2C) e-commerce involving real items. Examples of affordances of virtual worlds for e-commerce include 3D simulations, multi-user environments and avatar-based interactions. We have conducted empirical research to gather data about consumers’ experiences in virtual worlds to understand ways to utilise their affordances for B2C e-commerce. Based on our empirical research and a literature review, we have derived design guidelines for the design and evaluation of B2C e-commerce environments involving virtual worlds. This poster presents a summary of the research project and a subset of the guidelines.

Highlights

Virtual worlds are three-dimensional (3D) persistent multi-user online environments in which users interact through avatars
Our research focuses on how virtual worlds can be utilised to facilitate business-to-consumer (B2C) e-commerce involving virtual and real products and services
We are conducting another study with designers to elicit design guidelines that they currently use to design e-commerce environments in virtual worlds

Summary

BACKGROUND

Real world businesses using virtual worlds effectively for B2C e-commerce. Virtual worlds are three-dimensional (3D) persistent multi-user online environments in which users interact through avatars. Our research focuses on how virtual worlds can be utilised to facilitate business-to-consumer (B2C) e-commerce involving virtual and real products and services. Virtual worlds have several affordances that can potentially be utilised to enhance the B2C ecommerce experience, such as 3D simulations of products, multi-user and avatar-based real-time interactions (Kaplan and Haenlein, 2009; Hemp, 2006). Interactions in a 3D environment can facilitate feelings of pres ence in the retail environment, which results in a more engaging experience. Businesses can use avatars to interact with consumers in real -time to enhance trust.

OUR RES EARCH

GUIDELI NES FOR B2C E-COMMERCE IN VIRTUAL WORLDS

Design for changing camera angles