The six relative advantages in multichannel retail for three-dimensional virtual worlds and two-dimensional websites

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

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.

Original languageEnglish
Title of host publicationWebSci 2019 - Proceedings of the 11th ACM Conference on Web Science
PublisherAssociation for Computing Machinery, Inc
Pages363-372
Number of pages10
ISBN (Electronic)9781450362023
DOIs
Publication statusPublished - 26 Jun 2019
Event11th ACM Conference on Web Science, WebSci 2019 - Boston, United States
Duration: 30 Jun 20193 Jul 2019

Publication series

NameWebSci 2019 - Proceedings of the 11th ACM Conference on Web Science

Conference

Conference11th ACM Conference on Web Science, WebSci 2019
Country/TerritoryUnited States
CityBoston
Period30/06/193/07/19

Keywords

  • E-Commerce
  • Multichannel
  • Trust
  • Virtual reality
  • Virtual Worlds

Fingerprint

Dive into the research topics of 'The six relative advantages in multichannel retail for three-dimensional virtual worlds and two-dimensional websites'. Together they form a unique fingerprint.

Cite this