Influence of 3D Virtual Worlds on Expectations in 2D E-Commerce Environments [PhD Probation Report]

Tran, Minh (2010). Influence of 3D Virtual Worlds on Expectations in 2D E-Commerce Environments [PhD Probation Report]. Technical Report 2010/08; Department of Computing, The Open University.

DOI: https://doi.org/10.21954/ou.ro.000160a4

Abstract

This is a first year probation report for the PhD project titled "Influence of 3D Virtual Worlds on Expectations in 2D E-commerce Environments";. The report contains research questions, a literature review, a pilot study report, a research methodology and a project work plan. Our project aims to understand the customer experience in 3D virtual worlds and its influence on expectations of 2D e-commerce environments. The proposed research methods are interviews, observations and diary studies. The methodological framework is based within the tradition of phenomenology. Phenomenology is concerned with how things are consciously perceived and seeks to understand the subjective qualities of experience, including its essential structure. The three main research questions are: What are the perceived experiences of customers in 3D virtual worlds? What are the perceived experiences of customers in 2D e-commerce environments who have experience in 3D virtual worlds? What are the differences in experiences and consumption behaviours between 3D virtual worlds and 2D e-commerce environments?

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