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Virtual goods in context: digitalization of consumption


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Vili Lehdonvirta's presentation at Virtual Goods Conference, 23 September 2009, San Jose. Download my PhD dissertation "Virtual Consumption" at

Published in: Business, Technology, Real Estate
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Virtual goods in context: digitalization of consumption

  1. Virtual goods in context: Digitalization of consumption Vili Lehdonvirta, Helsinki Institute for Information Technology Virtual Economy Research Network
  2. Virtual item purchase drivers Vili Lehdonvirta: "Virtual Item Sales as a Revenue Model: Identifying Attributes that Drive Purchase Decisions", Electronic Commerce Research, vol. 9, no. 1, pp. 97-113. Functional attributes Hedonic attributes Social attributes Performance Visual appearance Rarity Features Sound Branding Background fiction Provenance Customizability Cultural references
  3. Digitalization of consumption <ul><li>Virtual goods are bought for all the same reasons as material goods </li></ul><ul><li>As life becomes increasingly computer-mediated, so does consumption </li></ul><ul><li>How is the virtual goods market developing vs. other forms of computer-mediated consumption? </li></ul>
  4. Digitalization of consumption in Korea
  5. Digitalization of consumption in China
  6. Digitalization of consumption in U.S. 66 146 228
  7. Future prospects <ul><li>Total U.S. retail: 4400 Bn USD / year </li></ul><ul><ul><li>less than 6% “digitalized” so far </li></ul></ul><ul><li>Recession: a boost to virtual consumption </li></ul><ul><li>Environmental sustainability: the next selling point for virtual goods? </li></ul><ul><ul><li>provision of material goods (other than food) 29 % of U.S. GHG emissions </li></ul></ul>
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