The Open UniversitySkip to content

Design guidelines for B2C e-commerce in virtual worlds

Tran, Minh; Minocha, Shailey; Roberts, David; Laing, Angus and Langdridge, Darren (2011). Design guidelines for B2C e-commerce in virtual worlds. In: 25th BCS Conference on Human-Computer Interaction, 4 July 2011, Newcastle Upon Tyne.

Full text available as:
PDF (Version of Record) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (527Kb)
PDF (Version of Record) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (76Kb)
Google Scholar: Look up in Google Scholar


Virtual worlds are three-dimensional (3D) persistent multi-user online environments in which users interact through avatars. Virtual worlds support many kinds of activities, including education, socialising, gaming and e-commerce. Our research focuses on how virtual worlds can be used to facilitate business-to-consumer (B2C) e-commerce involving real items. Examples of affordances of virtual worlds for e-commerce include 3D simulations, multi-user environments and avatar-based interactions. We have conducted empirical research to gather data about consumers’ experiences in virtual worlds to understand ways to utilise their affordances for B2C e-commerce. Based on our empirical research and a literature review, we have derived design guidelines for the design and evaluation of B2C e-commerce environments involving virtual worlds. This poster presents a summary of the research project and a subset of the guidelines.

Item Type: Conference Item
Keywords: consumer experience; design guidelines; e-commerce; design heuristics; interaction design; service design; service encounter; user experience design; virtual worlds
Academic Unit/Department: Mathematics, Computing and Technology
Mathematics, Computing and Technology > Computing & Communications
Interdisciplinary Research Centre: Centre for Research in Computing (CRC)
Item ID: 29648
Depositing User: Minh Tran
Date Deposited: 03 Oct 2011 09:21
Last Modified: 27 Jul 2016 18:04
Share this page:

Download history for this item

These details should be considered as only a guide to the number of downloads performed manually. Algorithmic methods have been applied in an attempt to remove automated downloads from the displayed statistics but no guarantee can be made as to the accuracy of the figures.

▼ Automated document suggestions from open access sources

Actions (login may be required)

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340