An Empirical Study Approach to Investigating Impact of 3D Avatars on Customer Trust and Purchase Intention : Second Life Environment

3차원 아바타가 소비자 신뢰 및 구매의도에 미치는 영향에 관한 실증연구 : 세컨드라이프를 중심으로

  • 이건창 (성균관대학교 경영학부) ;
  • 이근영 (익스트림네트웍크 코리아) ;
  • 채성욱 (한국정보사회진흥원) ;
  • 서영욱 (성균관대학교 경영연구소)
  • Received : 2008.11.03
  • Accepted : 2008.11.20
  • Published : 2008.12.01


Recently, the virtual world where avatars are playing crucial roles in connecting users with each other receives much attention from practioners as well as academicians. Especially, Second Life is one of the most prevailing website where 3-D avatars can be easily designed in line with for users' personal tastes. However, there are no studies showing how the selling agents designed in 3-D avatars can affect customer trust and purchase intention in the context of virtual world. This study is concerned with suggesting the empirical results to fill in the research void like this. Results reveal that the proposed hypotheses are proven with statistical significance.


Supported by : 한국과학재단