TY - GEN
T1 - The six relative advantages in multichannel retail for three-dimensional virtual worlds and two-dimensional websites
AU - Zarifis, Alex
N1 - Publisher Copyright:
© 2019 Association for Computing Machinery.
PY - 2019/6/26
Y1 - 2019/6/26
N2 - Multichannel retail is now prevalent with retailers and consumers utilizing a number of channels in parallel or in some instances in an interconnected way. There is a degree of understanding on what each channel can offer but the Relative Advantage of each channel in relation to the others is less understood. This research evaluates the Relative Advantage between the three channels of three-dimensional Virtual Worlds, two-dimensional websites and offline retail stores. The consumer's preferences across the three channels were distinguished across six Relative Advantages. The three channels were then compared across the six Relative Advantages identified. Participants showed a preference for offline and 2D in most situations apart from enjoyment, entertainment, sociable shopping, the ability to reinvent yourself, convenience and institutional trust where the Virtual Worlds were preferred.
AB - Multichannel retail is now prevalent with retailers and consumers utilizing a number of channels in parallel or in some instances in an interconnected way. There is a degree of understanding on what each channel can offer but the Relative Advantage of each channel in relation to the others is less understood. This research evaluates the Relative Advantage between the three channels of three-dimensional Virtual Worlds, two-dimensional websites and offline retail stores. The consumer's preferences across the three channels were distinguished across six Relative Advantages. The three channels were then compared across the six Relative Advantages identified. Participants showed a preference for offline and 2D in most situations apart from enjoyment, entertainment, sociable shopping, the ability to reinvent yourself, convenience and institutional trust where the Virtual Worlds were preferred.
KW - E-Commerce
KW - Multichannel
KW - Trust
KW - Virtual reality
KW - Virtual Worlds
UR - http://www.scopus.com/inward/record.url?scp=85069512792&partnerID=8YFLogxK
U2 - 10.1145/3292522.3326038
DO - 10.1145/3292522.3326038
M3 - Conference contribution
AN - SCOPUS:85069512792
T3 - WebSci 2019 - Proceedings of the 11th ACM Conference on Web Science
SP - 363
EP - 372
BT - WebSci 2019 - Proceedings of the 11th ACM Conference on Web Science
PB - Association for Computing Machinery, Inc
T2 - 11th ACM Conference on Web Science, WebSci 2019
Y2 - 30 June 2019 through 3 July 2019
ER -