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MOIS 508 Fall 2011 Eman Barr

MOIS 508 Fall 2011 Eman Barr. MIS Quarterly. From Space to Place: Predicting Users Intentions to Return to Virtual Worlds. By Lakshmi Goel , Norman A. Johnson, Iris Junglas and Blake Ives Vol. 35 Issue 3 - Sep2011

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MOIS 508 Fall 2011 Eman Barr

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  1. MOIS 508 Fall 2011Eman Barr

  2. MIS Quarterly From Space to Place: Predicting Users Intentions to Return to Virtual Worlds. By LakshmiGoel, Norman A. Johnson, Iris Junglas and Blake Ives Vol. 35 Issue 3 - Sep2011 2. What if your Avatar looks like you? Dual Congruity Perspectives for Avatar Use. By Kil-SooSuh, Hongki Kim, and EungKyoSuh Vol. 35 Issue 3 - Sep2011

  3. From Space to Place

  4. Virtual World and Avatar Definition • Second Life Expectation for 2011 • Organizations approach to virtual worlds: • Multi-millions investments • Consumer attractions • Ongoing testing and research

  5. How a space turns out to be a place ? • The more meaningful the interactions that occur at a place, the more meaningful the place will become. • For this reason, a person will likely return to the place.

  6. What if your Avatar looks like you?

  7. Alternative virtual world definition • Tempting and effective ways to return to virtual worlds: A. Present user’s characteristics, personality. B. Reflect user’s beliefs, opinions, etc. The Extent of an Avatar’s similarity is regarded as the degree of reflection of self- concept.

  8. Consumer psychologists argument: • “A product or brand has its own image or concept in a manner similar to self-concept” • The emotional attachment is extremely high when the avatar is similar to the individual; which leads to the avatar use.

  9. Avatar Similarity: To differentiate avatar similarity, two methods were adopted : 1. The first method was a (3D) body scan. 2. Choose among 4 generic bodies including minor modification for physical appearance.

  10. 1. Architecture design.2. Shopping stores. 3. Training and Teaching methods: - Academic fields: Harvard, Virginia Tech and Drexel Universities. - Medical training techniques as: Surgery techniques Usage of Virtual Worlds : 4. Reaching customers and business partners as: IBM 5. Market expectations as: Toyota and Reebok

  11. Architecture design

  12. Shopping Stores

  13. 1. Architecture design.2. Shopping stores. 3. Training and Teaching methods: - Academic fields: Harvard, Virginia Tech and Drexel Universities. - Medical training techniques as: Surgery techniques Usage of Virtual Worlds : 4. Reaching customers and business partners as: IBM 5. Market expectations as: Toyota and Reebok

  14. 1. Offering monetary reward.2. Prizes i.e. receive a $1,000 laptop computer. Motivation to Join VWs: Organizations Approach

  15. Conclusion • Researchers and practitioners need to pay more attention to realistic, task-focused virtual world settings that are most likely to be relevant to business and can attract users. • The more positive emotions such as connection, and passion that people might have toward their avatars and the more degree of identification with this avatar increases, the more they want to interact with it.

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