Virtual Social Identity and Consumer Behavior

by Wood,Natalie T.

• ISBN13: 9780765623959
• ISBN10: 0765623951
• Format: Hardcover
• Copyright: 2009-10-15
• Publisher: Routledge

Summary

The creation and expression of identity (or of multiple identities) in immersive computer-mediated environments (CMEs) is rapidly transforming consumer behavior. The various social networking and gaming sites have millions of registered users worldwide, and major corporations are beginning to attempt to reach and entice the growing flood of consumers occupying these virtual worlds.

Table of Contents

Introduction

Virtual Social Identity: Welcome to the Metaverse

The Virtual Experience

I, Avatar: Auto-netnographic Research in Virtual Worlds

For a Better Exploration of Metaverses as Consumer Experiences

Consumer Behavior in Virtual Worlds

Interaction Seeking in Second Life and Implications for Consumer Behavior

I Don't Know You, But I Trust You: A Comparative Study of Consumer Perceptions in Real-life and Virtual Worlds

Social Interation with Virtual Beings: The Technology Relationship Interaction Model and Its Agenda for Research

Personalized Avatar: A New Way to Improve Communication and E-Service

The Sacred and the Profane in On-Line Gaming: A Netnographic Inquiry of Chinese Gamers

Avator Creation and Appearance

Finding Mii: Virtual Social Identity and the Young Consumer

Me, Myself, and My Avatar: The effects of Avatars on SNW (Social Networking) Users' Attitudes toward a Website, an Ad, and a PSA

Perceptions in Virtual Worlds

Effects of Ethnically-Targeted and Ethnically-Ambiguous Computer-Generated Agents on Browsers' Evaluations of a Commercial Web Site

Ethnic Matching: An Examination of Ethnic Morphing In Advertising

Mirror, Mirror on the Web: Understanding Thin-Slice Judgments of Avatars

Name Index

Subject Index

About the Editors and Contributors

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