Immersion in a New Commercial Virtual Environment: the Role of the Avatar in the Appropriation Process

Ingrid Poncin, SKEMA - Univ Lille Nord de France, France
Marion Garnier, SKEMA - Univ Lille Nord de France, France
This research tackles the appropriation process leading to immersion in the context of a new virtual environment and the role an avatar can play to favor immersion by allowing embodiment, as our analysis links it to each appropriation step. Furthermore, this relationship is observed throughout time.
[ to cite ]:
Ingrid Poncin and Marion Garnier (2012) ,"Immersion in a New Commercial Virtual Environment: the Role of the Avatar in the Appropriation Process", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 475-782.