Virtual Worlds VR and AR.docx - Virtual Worlds Applications in E-commerce Virtual worlds or massively multiplayer online world(MMOW are

Virtual Worlds VR and AR.docx - Virtual Worlds Applications...

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Virtual Worlds: Applications in E-commerce Virtual worlds or massively multiplayer online world (MMOW) are three-dimensional, computer-generated worlds containing interactive objects (Park, Nah, DeWester, Eschenbrenner, & Jeon, 2008). Virtual worlds are the next stage of the Internet and they present opportunities for businesses to find new ways to provide value to customers. Examples of virtual worlds include Second Life (secondlife.com), There (there.com), Active Worlds(activeworlds.com), and Kaneva(kaneva.com). In virtual worlds, people are represented through their digital representations, called avatar. These avatars can move, walk, and interact with other avatars (Pratt, 2008). Some virtual worlds provide communication capabilities that include textual, visual, and auditory to facilitate involvement and learning, which can help to create brand awareness or enhance the value of a brand (Eschenbrenner, Nah, & Siau, 2008). Such learning can occur by interacting with others through their avatars or with other objects in the environment. Almost any business activity that can be conducted on the Web can be conducted in virtual worlds. Users can look at virtual products, participate in designing or customizing products, and can have text or audio conversations with the avatars of business representatives. Virtual world increases the richness of conducting business activities (Brandon, 2007). There exists significant potential and opportunities for businesses in virtual worlds. With exponentially increasing user based of virtual worlds, businesses are increasingly participating in these environments (Schwarz, 2006). Social virtual worlds have become an industry with an investment of more than $1 billion and more than 100 virtual worlds either in development or live. Many businesses have begun using virtual worlds as a new channel to reach consumers (Richardson, 2008). Virtual worlds present a computer-simulated world to their users. This simulated world presents perceptual stimuli to the user, who in turn can manipulate elements of the modeled world and thus experience a degree of presence (Singhal & Zyda, 1999). Such modeled worlds and their rules may draw from the reality or fantasy worlds. Example rules are gravity, topography, locomotion, real-time actions, and communication. Communication between users can range from text, graphical icons, visual gesture, sound, and rarely, forms using touch, voice command, and balance senses. Massively multiplayer online games depict a wide range of worlds, including those based on science fiction, the real world, super heroes, sports, horror, and historical milieus. The most common forms of such games are fantasy worlds, whereas those based on the real world are relatively rare (Oxborrow, 2012). Most MMORPGs have real-time actions and communication. Players create a character who travels between buildings, towns, and worlds to carry out business or leisure activities. Communication is usually textual, but real-time voice communication is also possible. The form of communication used can substantially affect the experience of players in the game (Thompson, 2012). Virtual worlds are not limited to games but,
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  • Fall '16
  • Jacqueline
  • virtual world, Massively multiplayer online game, virtual worlds

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