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This paper examines the three-dimensional (3D)virtual world users’ perceptions of authenticity and trustworthiness in the virtual prototypes and users’ potential purchase behavior in the real-world settings. The 3D virtual worlds provide a new platform that exhibits virtual prototypes as a promotion channel for new products of real-world and online service, where users can communicate “face to face” via their representative avatars.

The authors conducted an experiment in Second Life and collected data in a post-study questionnaire to test our proposed conceptual model. Structural equation modeling was the main methodology.

The research results showed that 3D virtual world users obtained a high sense of telepresence and social presence. The sense of telepresence positively leads to users’ perceptions of online trust in the virtual prototypes and thus increases their intention to purchase real-world objects; the users’ sense of social presence positively associates to their perceptions of authenticity and online trust and, therefore, their purchase intention.

In survey research, the common method variance is a problem. A more robust way is to use objective measures.

A new channel was proposed for businesses to enhance their online strategies that will increase their business value.

3D virtual world is also a cutting-edge platform for remote education, public information service, etc.

This paper initially contributes to the literature that interprets underlying factors in 3D virtual worlds associated to purchase intention in real-world objects. We demonstrated the advantages, i.e. the communication efficacy and vivid virtual design in the 3D user-generated environment.

The purpose of the present study is to explore the possibility of introducing a 3D environment in the library by reviewing current literature and to provide a good understanding of different purposes of using this immersive environment.

The present paper is a narrative account of libraries’ presence in the virtual world in combination with an overview of how libraries respond to the 3D environment. Relevant data for the review paper have been collected from library websites, books, journal articles, interview, etc.

The study found purposive involvement of libraries in this immersive environment which indicates that users use this exciting 3D medium to satisfy their information requirement.

The paper basically considers publications containing observations of broader research community in the relevant field and contents in websites dealing with virtual world and outlines the major features as discussed in available documents. The review study infers that the implementation of 3D project in libraries requires a mindset for the specific approach, from the end of both librarians and users, together with involvement of funds. Therefore, a library may start with a beta project and observe the effectiveness from the users’ perspective before embarking on a full-fledged project.

With numerous examples, as evident from publications and websites, the current review study makes an attempt to improve the understanding of librarians towards informed selection of projected purposes to be integrated with the virtual world from library perspective. The study also presents different approaches of libraries motivating users in the virtual world that other libraries may follow while considering their 3D library project.

The purpose of this paper is to report on a study into how a three‐dimensional (3D) virtual world (Second Life) can facilitate socialisation and team working among students working on a team project at a distance. This models the situation in many commercial sectors where work is increasingly being conducted across time zones and between multiple teams. Collaboration in these geographically distributed teams is virtual rather than through face‐to‐face interactions. The paper investigates how a virtual world such as Second Life compares to other collaboration tools such as instant messaging or Skype; and the challenges that students experience in becoming acquainted with and working in Second Life.

The paper has employed a qualitative research methodology involving data collection through group interviews, epistolary (email) interviews and semi‐structured individual interviews. The data have been analysed by applying the inductive analysis technique.

The analysis is presented through answers to questions which educators may have about the effectiveness of virtual worlds in supporting collaboration in virtual teams.

The paper highlights the pedagogical role of 3D virtual worlds in supporting communication, team working and community building. The methodology will be of interest to researchers in the area of virtual worlds as there is little guidance in the literature about how to evaluate student experiences of these environments.

The research reported in this paper is timely and significant in view of current business scenarios such as the challenges of a globally distributed work‐place, the need to offer training to develop employees' skills of working in distributed environments and to meet changing market needs. Furthermore, the research will support the development of a coordinated response to the Leitch review of skills in the UK, which identified issues of resource‐intensive travel, global warming and the need for businesses to be seen as “green” for customer attraction and retention.

The paper discusses the role of 3D virtual worlds in supporting student team projects involving students who are geographically dispersed. The sense of visual presence and of place in a 3D world can make socialising in a virtual world, a more “human” experience than in 2D environments such as web sites, e‐mail, wikis and blogs, and even phone or video‐conferencing. The research reported in this paper could enhance uptake of 3D virtual worlds by organisations facing the challenges of facilitating socialisation and knowledge sharing in a distributed workforce.

The authors conducted an action research study with the aim of understanding current commercial offerings in modular designs in virtual environments and to explore modularity development based on consumer input for the purpose of personalizing three-dimensional (3D) virtual fashion stores.

Through five phases of diagnosing, action planning, action taking, evaluating and specifying learning, the authors attempted to diagnose the current commercial offerings of modular designs in virtual spaces and to identify the right type and the number of modules and modular options for personalizing 3D virtual stores based on consumers' actual designs and focus group input. The authors then further conceptualized modules to serve as an example for developing modularity in 3D virtual reality (VR) stores.

In the diagnosing phase, the authors investigated the modularity structure of cocreating a retail store in two popular virtual worlds: Second Life and The Sims 4. In the evaluation phase, the authors identified modules and modular options for personalizing 3D virtual stores based on a content analysis of consumers' post-design focus group discussions. In the last phase (specifying learning), the authors conceptualized a total of nine modules and 38 modular options for personalizing 3D virtual stores, including style, price point, product category, color, presence of avatar, virtual product try-on, music, product recommendation and product customization.

The significance of this study lies in the pioneering methodological work of identifying, creating and visualizing 3D VR modular store options based on consumer input and in improving the authors’ understanding of current commercial offerings. This study also enriches design theories on cocreation systems. The authors’ suggested modules for personalizing 3D virtual stores could inspire future evidence-based designs to be readily used by VR retailers as well extend the application of mass customization theory from the realm of product development to retail environments.

The purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions.

The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.

Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.

This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.

Process modeling is a complex organizational task that requires many iterations and communication between the business analysts and the domain specialists. The challenge of process modeling is exacerbated, when the process of modeling has to be performed in a cross‐organizational, distributed environment. This paper aims to suggest a three‐dimensional (3D) environment for collaborative process modeling, using virtual world technology.

The paper suggests a new collaborative process modeling approach based on virtual world technology. It describes the design of an innovative prototype collaborative process modeling approach, implemented as a 3D Business Process Modeling Notation (BPMN) modeling environment in Second Life. We use a case study to evaluate the suggested approach.

Based on a case study application, the paper shows that our approach increases user empowerment and adds significantly to the collaboration and consensual development of process models even when the relevant stakeholders are geographically dispersed.

The paper presents design work and a case study. More research is needed to more thoroughly evaluate the presented approach in a variety of real‐life process modeling settings.

The research outcomes as design artifacts are directly available and applicable by business process management professionals and can be used by business, system and process analysts in real‐world practice.

This research is the first reported attempt to develop a process modeling approach on the basis of virtual world technology. It describes a novel and innovative 3D BPMN modeling environment in Second Life.

The ability for learners to interact online via their avatars in a 3-D simulation space means that virtual worlds afford a host of educational opportunities not offered by other learning technology platforms, but their use also raises several pertinent issues that warrant consideration. This chapter reviews the educational use of virtual worlds from a design perspective. Virtual-world definitions are explored, along with their key educational characteristics. Different virtual-world environments are briefly contrasted, including Second Life, Active Worlds, Open Sim, and Minecraft. A wide variety of virtual-world uses in schools and universities are examined so as to understand their versatility. Key educational benefits of virtual worlds are distilled from the literature, such as the ability to facilitate 3-D simulations, role-plays, construction tasks, and immersive learning. Emergent issues surrounding the use of virtual worlds are also analyzed, including cognitive load, safety, and representational fidelity. One higher education and one school level vignette are provided in order to offer more detailed insight into the use of virtual worlds in practice. Recommendations for learning design and implementation are presented, based on the thematic analysis of contemporary virtual-worlds research.

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.

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.

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.

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.

The study reveals the existence of unique customer use behavior in the 3D virtual world environment.

Technology is changing more rapidly than most companies can implement it. This chapter presents a digitized Human Resource Development (dHRD) Framework Model that organizational leaders can use to meet the needs of current and future workforces via avatar-mediated learning in 3D virtual learning environments (VLEs). The dHRD Framework Model leverages 3D VLE technology as a tool to engage employees and achieve strategic objectives in an efficient and cost-effective manner for managing people. The dHRD Framework Model can inform practice and advance employee engagement outcomes for effective HR decision-making, which includes legal and ethical considerations for mitigating risks in the 3D VLE. The Theory of Gamification, including psychological theories, provides the lens to explain dynamic learning and relationship building using the dHRD Framework Model to engage employees in the 3D VLE.