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 http://virtual-economy.org/blog/virtual_consumption_the_thesis

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  • - researcher at HIIT, a an academic research facility in Finland that collaborates with industry to conduct research on strategic ICT issues - in my own research I collaborate with companies such as Nokia, Sulake and CCP Games to study virtual goods, currencies and economies - when started in 2004 was only Sulake with Habbo and Matt Mihaly with Iron Realms - spent two years as a visiting scholar at Waseda University, Tokyo - co-founder of VERN, member of advisory board for Live Gamer, Inc. - PhD student in Turku School of Economics, defending my dissertation next month - before joining HIIT, I worked as a programmer at one of the first casual gaming portals
  • Virtual goods in context: digitalization of consumption

    1. Virtual goods in context: Digitalization of consumption Vili Lehdonvirta, vili.lehdonvirta@hiit.fi 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>
    8. <ul><li>http://virtual-economy.org </li></ul>

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