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Third Places Take First Place in Second Life: Developing a Scale to Measure the ‘Stickiness’ of Virtual World Sites.

Halvorson, Wade 2010, Third Places Take First Place in Second Life: Developing a Scale to Measure the ‘Stickiness’ of Virtual World Sites., Journal For Virtual Worlds Research, vol. 3, no. 3, pp. 1-22, doi: 10.4101/jvwr.v3i3.1563.

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Title Third Places Take First Place in Second Life: Developing a Scale to Measure the ‘Stickiness’ of Virtual World Sites.
Author(s) Halvorson, Wade
Journal name Journal For Virtual Worlds Research
Volume number 3
Issue number 3
Start page 1
End page 22
Total pages 22
Publisher Virtual Worlds Institute, Inc.
Place of publication Austin, Tex.
Publication date 2010-11-13
ISSN 1941-8477
Summary The objective of this study is to examine what drives visitor retention in successful businesses operating in online virtual world environments. The study draws motivation from increasing anecdotal evidence reporting on high profile corporate brands withdrawing from operations in Second Life - citing low visitor traffic as their motivation. Early adopter corporations that established business operations in Second Life did so anticipating benefits from the new technology akin to the quantum leap made when they embraced the World Wide Web. While disappointingly low visitor numbers left many virtual world operations looking like desolate ghost towns, there are businesses enjoying active repeat customers. Drawing on Oldenburg’s Theory of Third Place, this study seeks to quantify the reasons for high customer retention in successful virtual communities. To this effect, a questionnaire is developed and administered by a team of avatar researchers who interviewed over 250 avatars in Second Life. Website stickiness measures are reviewed and applied to virtual world sites. Conclusions are drawn and future research directions proposed. 
Language eng
DOI 10.4101/jvwr.v3i3.1563
Indigenous content off
Field of Research 1303 Specialist Studies in Education
1902 Film, Television and Digital Media
2001 Communication and Media Studies
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30150439

Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Business School
Open Access Collection
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.