Customer typology: 3D virtual world
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 29 March 2011
Abstract
Purpose
The goal of this paper is to develop a customer typology for 3D virtual world by grouping similar Second Life (SL) virtual world users into homogeneous groups.
Design/methodology/approach
The research method entails the empirical analysis of 176 survey respondents. The evaluation of the data was done using cluster analysis technique. The use of cluster analysis is appropriate for developing marketplace typology.
Findings
The outcome of the study reveals the presence of three distinct customer clusters in SL virtual world: virtualskeptics, evirtualist, and virtualcentrist. Overall, the three distinct customer clusters differ on individual flow state and individual attitude toward SL.
Research limitations/implications
Marketers can implement specific marketing strategies/tactics that take into consideration the similarities and differences among the members of the three groups identified in the analysis.
Originality/value
The study reveals the existence of unique customer use behavior in the 3D virtual world environment.
Keywords
Citation
Oyedele, A. and Minor, M.S. (2011), "Customer typology: 3D virtual world", Journal of Research in Interactive Marketing, Vol. 5 No. 1, pp. 29-49. https://doi.org/10.1108/17505931111121516
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited