Identification With the Avatar in a Commercial 3D Virtual World: a Dynamic Perspective

Avatars are a key factor for immersion in a consumption experience. Though, little is known about the customer-avatar relationship in a commercial context through time. Two studies were conducted. Findings relate to understanding ongoing avatar personalization, influence of identification on immersion and satisfaction, and the specific identification-immersion relationship throughout time.



Citation:

Marion Garnier and Ingrid Poncin (2013) ,"Identification With the Avatar in a Commercial 3D Virtual World: a Dynamic Perspective", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 71-81.

Authors

Marion Garnier, SKEMA Business School, Univ Lille Nord de France, LSMRC
Ingrid Poncin, SKEMA Business School, Univ Lille Nord de France, LSMRC



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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