분야
doc순 서
Ⅰ.Objectives & Reason
Ⅱ. An Example in Second Life –ECKO
Ⅲ. Based Theory
Ⅳ. Survey Analysis
Ⅵ. Limitations
Ⅴ. Appendix
설 문 지
Ⅰ.Objectives & Reason
Nelson’s consumer behavior theory (1970) on experience goods and search goods is based on real life. After Nelson, Schoenheit Ingo suggests in his research, “Social Quality of Products”, 2004, experience goods, search goods and trust goods have different factors related to purchasers’ perception. Based on these theories, this study is conducted to figure out how different purchasing behavior is in cyber space compared to real life.
It is well known that “Second Life” (a 3-D virtual-reality program) has been used as an attractive marketing measurement for many companies. Many global clothing companies such as Abercrombie, Ecko, Adidas and Nike have setup stores in Second Life for the purpose of observing consumers’ reaction before they launch their new products in real life. Therefore, the companies should carefully take into account difference in purchasing behavior in cyberspace and in real life. Our objective is to analyze how different factors influenced people when purchasing clothes in real life (or what we call “actual clothes”) compared to when purchasing in Second Life (or “virtual clothes”).
