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Experience design for communities in virtual worlds: Come for the attraction, stay for the interaction
Department of Management and Marketing, College of Business Administration, Hawaii Pacific University, Honolulu, United States.
Department of Strategic Management, Marketing and Tourism, Innsbruck University, School of Management, Innsbruck, Austria.
Department of Strategic Management, Marketing and Tourism, Innsbruck University, School of Management, Innsbruck, Austria.
Fujitsu Technology Solutions GmbH, Munich, Germany.
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2011 (English)In: International Journal of Web Based Communities, ISSN 1477-8394, E-ISSN 1741-8216, Vol. 7, no 2, 174-188 p.Article in journal (Refereed) Published
Abstract [en]

Virtual worlds offer unprecedented opportunities for companies to tap the innovative potential of consumers and consumer communities. One central precondition of a co-creation approach is to turn a one-time visitor into a returning member of an innovating community. The purpose of this article is to explore how virtual space and the interaction with users needs to be designed to achieve sustained engagement among avatars and motivate them to contribute to innovation tasks. Based on focus groups with experienced Second Life residents and qualitative interviews with co-creating consumers, we suggest ways to design the virtual space and propose strategies to effectively build community. This research extends theory about consumer communities to virtual worlds and provides practical guidelines how to successfully design virtual co-creation projects in virtual worlds.

Place, publisher, year, edition, pages
2011. Vol. 7, no 2, 174-188 p.
Keyword [en]
avatar-based innovation, co-creation, community building, consumer community theory, experience design, second life, virtual worlds, Design, Innovation, Social networking (online), Virtual reality, Interactive computer graphics
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-31995DOI: 10.1504/IJWBC.2011.039509ScopusID: 2-s2.0-79953895061OAI: oai:DiVA.org:hj-31995DiVA: diva2:1037558
Available from: 2016-10-17 Created: 2016-10-17 Last updated: 2016-10-17Bibliographically approved

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Citation style
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