Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/8297 |
Resumo: | To increase the knowledge of what effectively contributes towards the occurrence of successful interactions between websites and online consumers, more specifically in the growing market of virtual worlds, is a relevant issue for researchers and business administration professionals. We are living in a new consumption culture era, where consumption experience gains relevance. Online games, played in virtual worlds, are very appropriate illustrations to represent the emergence of Experience Marketing, characteristic of this era. Virtual Worlds, like Second Life, can be classified as 'experience worlds', and one of their main characteristics is the existence of virtual communities. Interaction among users and social relationships are elementary for the consumption experience enrichment in virtual worlds. The flow theory is one of the most utilized constructs to understand the consumer’s behavior in the Internet, and one way to define the nature of consumption experiences in the Internet. This model (witch has been utilized and improved during the last 14 years) can be used in order to define and measure the consumption experience in the Internet. Participating in virtual communities may be one of the factors that enrich the consumption experience in virtual worlds, perceived by flow. The objective of this dissertation is to understand if the participation in virtual communities enhances the consumption experience in social virtual worlds, especially in the Second Life, based on the flow concept. The study object was the Second Life virtual communities, during the research period that occurred between the end of July and the beginning of November 2010. In order to perform the field research, empiric and exploratory, the netnography (virtual ethnography) methodology was utilized, descriptive by definition, as a way to reach the proposed objective. Netnography is a strict and systematic adaptation of ethnography specifically modified for the behavior contingencies and the online interaction, that is, to the study of virtual communities. Research activities were undertaken with participative observation, which is with the participation, by the researcher, in the dayby-day Second Life virtual world that he, as a newcomer, fully experienced the consumption experience itself. The present dissertation is the result of the researcher’s engagement in an immersion in the Second Life virtual communities. The conclusion was that the consumption experience in virtual worlds is enriched by the participation in virtual communities. Flow – noted by the telepresence (immersion), loss of time notion, involvement, pleasure, and entertainment – is a sensation that can be considered as typical and frequent in virtual worlds, and enhanced by the participation in virtual communities. Participation in virtual communities enables the users to fully experience a rich experience that is active, responsive, interactive, and participative, which enhances the consumption experience in virtual communities. |
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Abramides, Vinicius CasellaEscolas::EAESPDiniz, Eduardo HenriqueAyrosa, Eduardo André TeixeiraFontenelle, Isleide Arruda2011-06-02T15:12:19Z2011-06-02T15:12:19Z2010-12-01ABRAMIDES, Vinicius Casella. Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2010.http://hdl.handle.net/10438/8297To increase the knowledge of what effectively contributes towards the occurrence of successful interactions between websites and online consumers, more specifically in the growing market of virtual worlds, is a relevant issue for researchers and business administration professionals. We are living in a new consumption culture era, where consumption experience gains relevance. Online games, played in virtual worlds, are very appropriate illustrations to represent the emergence of Experience Marketing, characteristic of this era. Virtual Worlds, like Second Life, can be classified as 'experience worlds', and one of their main characteristics is the existence of virtual communities. Interaction among users and social relationships are elementary for the consumption experience enrichment in virtual worlds. The flow theory is one of the most utilized constructs to understand the consumer’s behavior in the Internet, and one way to define the nature of consumption experiences in the Internet. This model (witch has been utilized and improved during the last 14 years) can be used in order to define and measure the consumption experience in the Internet. Participating in virtual communities may be one of the factors that enrich the consumption experience in virtual worlds, perceived by flow. The objective of this dissertation is to understand if the participation in virtual communities enhances the consumption experience in social virtual worlds, especially in the Second Life, based on the flow concept. The study object was the Second Life virtual communities, during the research period that occurred between the end of July and the beginning of November 2010. In order to perform the field research, empiric and exploratory, the netnography (virtual ethnography) methodology was utilized, descriptive by definition, as a way to reach the proposed objective. Netnography is a strict and systematic adaptation of ethnography specifically modified for the behavior contingencies and the online interaction, that is, to the study of virtual communities. Research activities were undertaken with participative observation, which is with the participation, by the researcher, in the dayby-day Second Life virtual world that he, as a newcomer, fully experienced the consumption experience itself. The present dissertation is the result of the researcher’s engagement in an immersion in the Second Life virtual communities. The conclusion was that the consumption experience in virtual worlds is enriched by the participation in virtual communities. Flow – noted by the telepresence (immersion), loss of time notion, involvement, pleasure, and entertainment – is a sensation that can be considered as typical and frequent in virtual worlds, and enhanced by the participation in virtual communities. Participation in virtual communities enables the users to fully experience a rich experience that is active, responsive, interactive, and participative, which enhances the consumption experience in virtual communities.Incrementar o conhecimento sobre o que contribui efetivamente para que ocorram interações bem sucedidas entre websites e os consumidores online, mais especificamente no mercado crescente dos mundos virtuais, é um assunto relevante para os pesquisadores e profissionais de administração de empresas. Vivemos em uma nova etapa da cultura do consumo, onde a experiência de consumo ganha relevância. Os jogos online, ambientados em mundos virtuais, são ilustrações muito apropriadas para representar a emergência do Marketing de Experiência, característico desta etapa. Os mundos virtuais, como o Second Life, podem ser classificados como 'mundos de experiência', e uma das suas principais características é a existência de comunidades virtuais. A interação entre usuários e o relacionamento social é fundamental para o enriquecimento da experiência de consumo nos mundos virtuais. A teoria da fluidez é um dos constructos mais utilizados para entender o comportamento do consumidor na internet e uma das formas de definir a natureza de experiências de consumo na internet. A utilização deste modelo (que vem sendo utilizado e aprimorado nos últimos 14 anos) é aconselhada para definir e medir a experiência de consumo na internet. A participação em comunidades virtuais pode ser um dos fatores que enriquecem a experiência de consumo nos mundos virtuais, percebida pela fluidez. O objetivo desta dissertação é entender se a participação em comunidades virtuais potencializa a experiência de consumo em mundos virtuais sociais, em especial no Second Life, tomando como base o conceito da fluidez. O objeto de estudo foram as comunidades virtuais do Second Life, durante o período da pesquisa que ocorreu entre o final de julho e o início de novembro de 2010. Para fazer a pesquisa de campo, empírica e exploratória, foi utilizada a metodologia da netnografia (etnografia virtual), descritiva por definição, como forma de atingir o objetivo proposto. Netnografia é a rigorosa e sistemática adaptação da etnografia especificamente alterada para as contingências do comportamento e interação online, isto é, ao estudo das comunidades virtuais. As atividades de pesquisa foram realizadas com observação participativa, isto é, com a participação, pelo pesquisador, no cotidiano do mundo virtual Second Life, que vivenciou, como um novato, a experiência de consumo em si. A dissertação aqui apresentada é o resultado do engajamento do pesquisador em uma imersão nas comunidades virtuais do Second Life. Foi concluído que experiência de consumo nos mundos virtuais é enriquecida pela participação em comunidades virtuais. A fluidez – percebida pela telepresença (imersão), perda de noção de tempo, envolvimento, prazer e diversão – é uma sensação que pode ser considerada típica e freqüente dos mundos virtuais e potencializada pela participação em comunidades virtuais. A participação em comunidades virtuais permite que os usuários vivenciem uma experiência rica, que seja ativa, responsiva, interativa e participativa, o que potencializa a experiência de consumo nos mundos virtuais.porFlowSecond lifeVirtual worldsVirtual communitiesExperience marketingConsumption experienceFluidezMundos virtuaisComunidades virtuaisExperiência de consumoMarketing de experiênciaAdministração de empresasInternet - Aspectos sociaisJogos eletrônicos - Aspectos sociaisConsumidores - Atitudes - PesquisaComportamento do consumidor - PesquisaFluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas 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|
dc.title.por.fl_str_mv |
Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo |
title |
Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo |
spellingShingle |
Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo Abramides, Vinicius Casella Flow Second life Virtual worlds Virtual communities Experience marketing Consumption experience Fluidez Mundos virtuais Comunidades virtuais Experiência de consumo Marketing de experiência Administração de empresas Internet - Aspectos sociais Jogos eletrônicos - Aspectos sociais Consumidores - Atitudes - Pesquisa Comportamento do consumidor - Pesquisa |
title_short |
Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo |
title_full |
Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo |
title_fullStr |
Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo |
title_full_unstemmed |
Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo |
title_sort |
Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo |
author |
Abramides, Vinicius Casella |
author_facet |
Abramides, Vinicius Casella |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Diniz, Eduardo Henrique Ayrosa, Eduardo André Teixeira |
dc.contributor.author.fl_str_mv |
Abramides, Vinicius Casella |
dc.contributor.advisor1.fl_str_mv |
Fontenelle, Isleide Arruda |
contributor_str_mv |
Fontenelle, Isleide Arruda |
dc.subject.eng.fl_str_mv |
Flow Second life Virtual worlds Virtual communities Experience marketing Consumption experience |
topic |
Flow Second life Virtual worlds Virtual communities Experience marketing Consumption experience Fluidez Mundos virtuais Comunidades virtuais Experiência de consumo Marketing de experiência Administração de empresas Internet - Aspectos sociais Jogos eletrônicos - Aspectos sociais Consumidores - Atitudes - Pesquisa Comportamento do consumidor - Pesquisa |
dc.subject.por.fl_str_mv |
Fluidez Mundos virtuais Comunidades virtuais Experiência de consumo Marketing de experiência |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Internet - Aspectos sociais Jogos eletrônicos - Aspectos sociais Consumidores - Atitudes - Pesquisa Comportamento do consumidor - Pesquisa |
description |
To increase the knowledge of what effectively contributes towards the occurrence of successful interactions between websites and online consumers, more specifically in the growing market of virtual worlds, is a relevant issue for researchers and business administration professionals. We are living in a new consumption culture era, where consumption experience gains relevance. Online games, played in virtual worlds, are very appropriate illustrations to represent the emergence of Experience Marketing, characteristic of this era. Virtual Worlds, like Second Life, can be classified as 'experience worlds', and one of their main characteristics is the existence of virtual communities. Interaction among users and social relationships are elementary for the consumption experience enrichment in virtual worlds. The flow theory is one of the most utilized constructs to understand the consumer’s behavior in the Internet, and one way to define the nature of consumption experiences in the Internet. This model (witch has been utilized and improved during the last 14 years) can be used in order to define and measure the consumption experience in the Internet. Participating in virtual communities may be one of the factors that enrich the consumption experience in virtual worlds, perceived by flow. The objective of this dissertation is to understand if the participation in virtual communities enhances the consumption experience in social virtual worlds, especially in the Second Life, based on the flow concept. The study object was the Second Life virtual communities, during the research period that occurred between the end of July and the beginning of November 2010. In order to perform the field research, empiric and exploratory, the netnography (virtual ethnography) methodology was utilized, descriptive by definition, as a way to reach the proposed objective. Netnography is a strict and systematic adaptation of ethnography specifically modified for the behavior contingencies and the online interaction, that is, to the study of virtual communities. Research activities were undertaken with participative observation, which is with the participation, by the researcher, in the dayby-day Second Life virtual world that he, as a newcomer, fully experienced the consumption experience itself. The present dissertation is the result of the researcher’s engagement in an immersion in the Second Life virtual communities. The conclusion was that the consumption experience in virtual worlds is enriched by the participation in virtual communities. Flow – noted by the telepresence (immersion), loss of time notion, involvement, pleasure, and entertainment – is a sensation that can be considered as typical and frequent in virtual worlds, and enhanced by the participation in virtual communities. Participation in virtual communities enables the users to fully experience a rich experience that is active, responsive, interactive, and participative, which enhances the consumption experience in virtual communities. |
publishDate |
2010 |
dc.date.issued.fl_str_mv |
2010-12-01 |
dc.date.accessioned.fl_str_mv |
2011-06-02T15:12:19Z |
dc.date.available.fl_str_mv |
2011-06-02T15:12:19Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
ABRAMIDES, Vinicius Casella. Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2010. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/8297 |
identifier_str_mv |
ABRAMIDES, Vinicius Casella. Fluidez nos mundos virtuais: a participação nas comunidades virtuais do Second Life como forma de potencializar a experiência de consumo. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2010. |
url |
http://hdl.handle.net/10438/8297 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
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FGV |
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FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
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Repositório Institucional do FGV (FGV Repositório Digital) |
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