Recibido 18 Febrero 2014. Aceptado 04 Enero 2015
Información del artículo
RESUMO
Este estudo tem como objetivo geral investigar como ocorre a experiência de consumo no Second Life. Para isso, utilizou-se um estudo de caso qualitativo. A coleta de dados foi desenvolvida por meio da observação participante, de diálogos inspirados na etnografia e entrevistas semiestruturadas. A análise de conteúdo orientou a obtenção dos resultados. Identificou-se que os sentimentos relacionados ao processo de compra são semelhantes com o que é sentido pelos respondentes ao realizarem compras na vida real e, em algumas situações, são até mais prazerosos.
Palavras-chave:
Second life
Marketing
Experiência de consume
Comportamento do consumidor
ABSTRACT
This study aims at investigating how does the consumer experience in Second Life. For this, we used a qualitative case study. Data collection was developed through participant observation, dialogue inspired by ethnography and semi-structured interviews. Content analysis guided obtaining results. It was found that feelings related to the procurement process are similar to what is felt by respondents to make purchases in real life and, in some cases, are even more pleasurable.
Keywords:
Second Life
Marketing
Experience consumes
Consumer behavior
El Texto completo está disponible en PDF
REFERÊNCIAS
[Bonsu and Darmondy, 2008]
Samuel K. Bonsu, Aron Darmondy.
Co-creating Second Life: market-consumer cooperation in contemporary economy.
Sage Publications, (2008), pp. 355-368
n. 4
[Castronova, 2001]
Edward Castronova.
Virtual Worlds: a first-hand account of market and society on the cyberian frontier.
CESifo Working Paper Series, (2001), pp. 41
[Eroglu et al., 2001]
Sevgin A. Eroglu, Karen A. Machleit, Lenita M. Davis.
Atmosferic qualities of online retailing: a conceptual model and implications.
Elsevier, (2001), pp. 177-184
n. 54
[Flôr and Umeda, 2009]
Priscilla P. Flôr, Guilherme M. Umeda.
Branding sensorial: a integração do marketing de experiências às estratégias de comunicação.
pp. 1-14
[Fonseca et al., 2008]
Marcelo Jacques Fonseca, et al.
Tendências sobre as comunidades virtuais da perspectiva dos prosumers.
RAE eletrônica, v. 7 (2008),
art. 24, jul/dez.
[Godoy, mar/abr. 1995]
Arilda Shmidt Godoy.
Introdução a pesquisa qualitativa e suas possibilidades.
Revista Administração de Empresas, v. 35 (mar/abr. 1995), pp. 57-63
São Paulo
[Haenlein and Kaplan, 2009]
Michael Haenlein, Andreas M. Kaplan.
Flagship brand stores within virtual worlds: the impact of virtual store exposure on real-life attitude toward the brand and purchase intent.
Recherche et applications en marketing, v. 24 (2009), pp. 58-79
[S.l.]
[Hinsch and Bloch, 2009]
Christian Hinsch, Peter H. Bloch.
Interaction Seeking in Second Life and Implications for Consumer Behavior.
Virtual Social Identity and Consumer Behavior, M. E. Sharpe, (2009), pp. 230
[Hirschman and Holbrook, 1982]
Elizabeth C. Hirschman, Morris Holbrook.
Hedonic Consumption: Emerging Concepts, Methods and Propositions.
Journal of Marketing, v. 46 (1982), pp. 92-101
Chicago
[Holbrook and Hirschman, 1982]
Morris Holbrook, Elizabeth C. Hirschman.
The Experiential Aspects os Consumption: Consumer Fantasies, Feelings, and Fun.
Journal of Consumer Research, v. 9 (1982), pp. 132-140
[Kamel, 2009]
Leila El Kamel.
For a better exploration of metaverses as consumer experiences.
Virtual Social Identity and Consumer Behavior, M. E. Sharpe, (2009), pp. 230
[Larentis, 2008]
Fabiano Larentis.
Premissas e perspectivas a respeito do consumidor.
Comportamento do Consumidor e Marketing de Relacionamento, 1.ed, IESDE, (2008), pp. 9-20
[Leigh and Gabel, 1992]
James H. Leigh, Terrance G. Gabel.
Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy.
The journal of Services Marketing, v. 6 (1992), pp. 5-9
[Neves, 1996]
José Luis Neves.
Pesquisa Qualitativa – características, usos e possibilidades.
USP, (1996), pp. 1-5
n. 3, 2° semestre
[Okada, 2005]
Erica M. Okada.
Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods.
Journal of Marketing Research, v. 42 (2005), pp. 43-53
[Parmentier and Rolland, 2009]
Guy Parmentier, Sylvie Rolland.
Consumers in virtual worlds: identity building and consuming experience in Second Life.
Recherche et Applications en Marketing, v. 24 (2009), pp. 43-55
[Peter and Olson, 2009]
J. Paul Peter, Jerry C. Olson.
Comportamento do consumidor e estratégia de marketing, 8. ed, McGraw-Hill, (2009), pp. 555
[Schmitt, 1999]
Bernd H. Schmitt.
Experiential Marketing.
Journal of Marketing Management, (1999), pp. 53-67
[S.l]: Westburn Publishers Ltd
[Schmitt, 2000]
Bernd H. Schmitt.
Marketing experimental. Tradução Sara Gedanke, Nobel, (2000), pp. 11
41; 76-77
[Schmitt, 2002]
Bernd H. Schmitt.
Marketing experimental, Nobel, (2002),
[Severino, 2007]
Antônio Joaquim Severino.
Metodologia do trabalho científico, 23ed, Cortez, (2007), pp. 99-126
rev. e atualizada
[Shelton, 2010]
Ashleigh K. Shelton.
Defining the lines between virtual and real world purchases: Second Life sells, but who’s buying?, (2010),
Minneapolis
[Solomon, 2008]
Michael R. Solomon.
O comportamento do consumidor: comprando, possuindo e sendo, 7. ed, Bookman, (2008),
[Taurion, 2009]
Cezar Taurion.
(2009), pp. 52
[S.l], 23
[Terdiman, 2008]
Daniel Terdiman.
The entrepreneur’s guide to Second Life: making money in the metaverse, Wiley Publishing, Inc., (2008),
[Thilmany, 0000]
Thilmany, Jean. Real-Life business in Second Life. In: Mechanical Engeneering. p. 64.
[Tikkanen et al., 2009]
Henrikki Tikkanen, Joel Hietanen, Tuomas Henttonen, Joonas Rokka.
Exploring virtual worlds: success factors in virtual world marketing.
Emerald Group Publishing Limited, (2009), pp. 1357-1381
n. 8
[Vergani and Andrade, 2008]
Danielle Adria Vergani, Lisandra Andrade.
O Second Life como ambiente de pesquisa e teste para lançamento de produtos.
pp. 2491-2502
[Wandt, 2007]
Holger Wandt.
Opinion piece: Second Life, second identity?.
Journal of targeting, measurement and analysis for marketing, v. 15 (2007), pp. 195-197
[S.l.]: Palgrave Macmillan
[Wood and Solomon, 2009]
Virtual social identity and consumer behavior, pp. 230
[Yin, 2001]
Robert K. Yin.
Estudo de Caso: planejamento e métodos, 2. ed, Brookman, (2001),
Copyright © 2015. Published by Elsevier Ltda. on behalf of Departamento de Administração Faculdade de Economia, Administração e Contabilidade Universidade de São Paulo ¿ FEA/USP