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Influence of 3D Virtual Worlds on Expectations in
2D E-commerce Environments
Minh Q. Tran* Shailey Minocha* Angus Laing** Darren Langdridge*** Dave Roberts*
m.tran@open.ac.uk          s.minocha@open.ac.uk               a.w.laing@lboro.ac.uk         d.langdridge@open.ac.uk                     d.roberts@open.ac.uk
*Centre for Research in Computing, The Open University, UK. **School of Business and Economics, Loughborough University, UK. *** Department of Psychology, The Open University, UK.




3D virtual worlds are multimedia,                                   The aim of our research is to                                      The outcome will be design
                                                                    understand the influence of shopping in 3D                         guidelines for 3D e-commerce and design
simulated environments, managed over the
                                                                    virtual worlds on consumers' expectations of e-                    guidelines for the integration of 3D and 2D e-
internet, where users interact through avatars.                     commerce websites.                                                 commerce.

                                                                    As consumers become familiar with the
                                                                    affordances of 3D virtual worlds to support
                                                                    online shopping, do their expectations of 2D e-
                                                                    commerce websites change?


                                                                    RQ1: What are consumers’ experiences in 3D
                                                                    virtual worlds?
                                                                    RQ2: What are consumers’ experiences of2D e-
                                                                    commerce environments, based on their
                                                                    experience in 3D virtual worlds?
3D virtual worlds (e.g. Second Life) are being                      RQ3: What are the differences in experiences                       Designers will benefit from having guidelines
used in many applications: education/training,                      and consumption behaviours between 3D virtual                      for creating usable 3D and 2D e-commerce
gaming, social networking, marketing and                            worlds and 2D e-commerce environments?                             environments. Users will also benefit from e-
commerce.                                                                                                                              commerce environments designed to address
                                                                                                                                       their needs and expectations.
                                                                    Our methodology is based on
                                                                    empirical studies within Second Life, including:
                                                                                                                                       Further Reading
                                                                    • semi-structured interviews                                       Bourlakis, M., Papagiannidis, S., and Li, F. Retail spatial
                                                                    • workshops, and                                                   evolution: paving the way from traditional to metaverse
                                                                    • observations                                                     retailing. Electronic Commerce Research 9, 1 (2009), 135–
                                                                                                                                       148.
                                                                                                                                       Shneiderman, B. Why not make interfaces better than 3D
                                                                    This research will contribute to our                               reality? IEEE Computer Graphics and Applications 23, 6
                                                                    understanding of user experience and                               (2003), 12-15.
                                                                    consumption behaviours in 3D virtual
                                                                    worlds and 2D e-commerce environments.

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CRC PhD Student Conference Poster

  • 1. Influence of 3D Virtual Worlds on Expectations in 2D E-commerce Environments Minh Q. Tran* Shailey Minocha* Angus Laing** Darren Langdridge*** Dave Roberts* m.tran@open.ac.uk s.minocha@open.ac.uk a.w.laing@lboro.ac.uk d.langdridge@open.ac.uk d.roberts@open.ac.uk *Centre for Research in Computing, The Open University, UK. **School of Business and Economics, Loughborough University, UK. *** Department of Psychology, The Open University, UK. 3D virtual worlds are multimedia, The aim of our research is to The outcome will be design understand the influence of shopping in 3D guidelines for 3D e-commerce and design simulated environments, managed over the virtual worlds on consumers' expectations of e- guidelines for the integration of 3D and 2D e- internet, where users interact through avatars. commerce websites. commerce. As consumers become familiar with the affordances of 3D virtual worlds to support online shopping, do their expectations of 2D e- commerce websites change? RQ1: What are consumers’ experiences in 3D virtual worlds? RQ2: What are consumers’ experiences of2D e- commerce environments, based on their experience in 3D virtual worlds? 3D virtual worlds (e.g. Second Life) are being RQ3: What are the differences in experiences Designers will benefit from having guidelines used in many applications: education/training, and consumption behaviours between 3D virtual for creating usable 3D and 2D e-commerce gaming, social networking, marketing and worlds and 2D e-commerce environments? environments. Users will also benefit from e- commerce. commerce environments designed to address their needs and expectations. Our methodology is based on empirical studies within Second Life, including: Further Reading • semi-structured interviews Bourlakis, M., Papagiannidis, S., and Li, F. Retail spatial • workshops, and evolution: paving the way from traditional to metaverse • observations retailing. Electronic Commerce Research 9, 1 (2009), 135– 148. Shneiderman, B. Why not make interfaces better than 3D This research will contribute to our reality? IEEE Computer Graphics and Applications 23, 6 understanding of user experience and (2003), 12-15. consumption behaviours in 3D virtual worlds and 2D e-commerce environments.