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
Science > Life, Health and Chemical Sciences
Open University Business School
Social Sciences > Psychology in the Social Sciences
Interdisciplinary Research Centre: Centre for Research in Computing (CRC)
Centre for Citizenship, Identities and Governance (CCIG)
Item ID: 29648
Depositing User: Minh Tran
Date Deposited: 03 Oct 2011 09:21
Last Modified: 27 Aug 2015 22:14
Share this page:

Actions (login may be required)

Policies | Disclaimer

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