A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce

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

doi:10.1007/978-3-642-23774-4_30

A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce

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

^*Corresponding author for this work

School of Social Sciences

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

4 Citations (Scopus)

Abstract

Virtual worlds are three-dimensional (3D) persistent multi-user online environments where users interact through avatars. The affordances of virtual worlds can be useful for business-to-consumer e-commerce. Moreover, affordances of virtual worlds can complement affordances of websites to provide consumers with an enhanced e-commerce experience. We investigated which affordances of virtual worlds can enhance consumers’ experiences on e-commerce websites. We conducted laddering interviews with 30 virtual world consumers to understand their perceptions of virtual world affordances. A means-end analysis was then applied to the interview data. The results suggest co-presence, product discovery, 3D product experience, greater interactivity with products and sociability are some of the key virtual world affordances for consumers. We discuss theoretical implications of the research using dimensions from the Technology Acceptance Model. We also discuss practical implications, such as how virtual world affordances can be incorporated into the design of e-commerce websites.

Original language	English
Title of host publication	Human-Computer Interaction -- INTERACT 2011
Subtitle of host publication	13th IFIP TC 13 International Conference, Lisbon, Portugal, September 5-9, 2011, Proceedings, Part I
Publisher	Springer
Pages	362-379
Number of pages	18
ISBN (Electronic)	9783642237744
ISBN (Print)	9783642237737
DOIs	https://doi.org/10.1007/978-3-642-23774-4_30
Publication status	Published - 30 Aug 2011
Event	13th IFIP TC 13 International Conference on Human-Computer Interaction 2011 - Lisbon, Portugal Duration: 5 Sept 2011 → 9 Sept 2011

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Number	PART 1
Volume	6946 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	13th IFIP TC 13 International Conference on Human-Computer Interaction 2011
Abbreviated title	INTERACT 2011
Country/Territory	Portugal
City	Lisbon
Period	5/09/11 → 9/09/11

Keywords

Consumer experience
e-commerce
interaction design
laddering interviews
means-end analysis
qualitative research
user experience
virtual worlds

ASJC Scopus subject areas

Theoretical Computer Science
General Computer Science

Access to Document

10.1007/978-3-642-23774-4_30

Cite this

Tran, M. Q., Minocha, S., Roberts, D., Laing, A., & Langdridge, D. (2011). A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce. In Human-Computer Interaction -- INTERACT 2011: 13th IFIP TC 13 International Conference, Lisbon, Portugal, September 5-9, 2011, Proceedings, Part I (pp. 362-379). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 6946 LNCS, No. PART 1). Springer. https://doi.org/10.1007/978-3-642-23774-4_30

Tran, Minh Quang ; Minocha, Shailey ; Roberts, Dave et al. / A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce. Human-Computer Interaction -- INTERACT 2011: 13th IFIP TC 13 International Conference, Lisbon, Portugal, September 5-9, 2011, Proceedings, Part I. Springer, 2011. pp. 362-379 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); PART 1).

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title = "A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce",

abstract = "Virtual worlds are three-dimensional (3D) persistent multi-user online environments where users interact through avatars. The affordances of virtual worlds can be useful for business-to-consumer e-commerce. Moreover, affordances of virtual worlds can complement affordances of websites to provide consumers with an enhanced e-commerce experience. We investigated which affordances of virtual worlds can enhance consumers{\textquoteright} experiences on e-commerce websites. We conducted laddering interviews with 30 virtual world consumers to understand their perceptions of virtual world affordances. A means-end analysis was then applied to the interview data. The results suggest co-presence, product discovery, 3D product experience, greater interactivity with products and sociability are some of the key virtual world affordances for consumers. We discuss theoretical implications of the research using dimensions from the Technology Acceptance Model. We also discuss practical implications, such as how virtual world affordances can be incorporated into the design of e-commerce websites.",

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Tran, MQ, Minocha, S, Roberts, D, Laing, A & Langdridge, D 2011, A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce. in Human-Computer Interaction -- INTERACT 2011: 13th IFIP TC 13 International Conference, Lisbon, Portugal, September 5-9, 2011, Proceedings, Part I. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), no. PART 1, vol. 6946 LNCS, Springer, pp. 362-379, 13th IFIP TC 13 International Conference on Human-Computer Interaction 2011, Lisbon, Portugal, 5/09/11. https://doi.org/10.1007/978-3-642-23774-4_30

A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce. / Tran, Minh Quang; Minocha, Shailey; Roberts, Dave et al.
Human-Computer Interaction -- INTERACT 2011: 13th IFIP TC 13 International Conference, Lisbon, Portugal, September 5-9, 2011, Proceedings, Part I. Springer, 2011. p. 362-379 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 6946 LNCS, No. PART 1).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AU - Minocha, Shailey

AU - Roberts, Dave

AU - Laing, Angus

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N2 - Virtual worlds are three-dimensional (3D) persistent multi-user online environments where users interact through avatars. The affordances of virtual worlds can be useful for business-to-consumer e-commerce. Moreover, affordances of virtual worlds can complement affordances of websites to provide consumers with an enhanced e-commerce experience. We investigated which affordances of virtual worlds can enhance consumers’ experiences on e-commerce websites. We conducted laddering interviews with 30 virtual world consumers to understand their perceptions of virtual world affordances. A means-end analysis was then applied to the interview data. The results suggest co-presence, product discovery, 3D product experience, greater interactivity with products and sociability are some of the key virtual world affordances for consumers. We discuss theoretical implications of the research using dimensions from the Technology Acceptance Model. We also discuss practical implications, such as how virtual world affordances can be incorporated into the design of e-commerce websites.

AB - Virtual worlds are three-dimensional (3D) persistent multi-user online environments where users interact through avatars. The affordances of virtual worlds can be useful for business-to-consumer e-commerce. Moreover, affordances of virtual worlds can complement affordances of websites to provide consumers with an enhanced e-commerce experience. We investigated which affordances of virtual worlds can enhance consumers’ experiences on e-commerce websites. We conducted laddering interviews with 30 virtual world consumers to understand their perceptions of virtual world affordances. A means-end analysis was then applied to the interview data. The results suggest co-presence, product discovery, 3D product experience, greater interactivity with products and sociability are some of the key virtual world affordances for consumers. We discuss theoretical implications of the research using dimensions from the Technology Acceptance Model. We also discuss practical implications, such as how virtual world affordances can be incorporated into the design of e-commerce websites.

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ER -

Tran MQ, Minocha S, Roberts D, Laing A, Langdridge D. A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce. In Human-Computer Interaction -- INTERACT 2011: 13th IFIP TC 13 International Conference, Lisbon, Portugal, September 5-9, 2011, Proceedings, Part I. Springer. 2011. p. 362-379. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); PART 1). doi: 10.1007/978-3-642-23774-4_30

A means-end analysis of consumers' perceptions of virtual world affordances for e-commerce

Abstract

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Conference

Keywords

ASJC Scopus subject areas

Access to Document

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