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Customer typology: 3D virtual world

Adesegun Oyedele (Herberger College of Business, Marketing and Business Law, St Cloud State University, St Cloud, Minnesota, USA)
Michael S. Minor (Department of Management, Marketing and International Business, College of Business Administration, The University of Texas‐Pan American, Edinburg, Texas, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 29 March 2011

1831

Abstract

Purpose

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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

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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

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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

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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

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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

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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