User Participation Within Virtual Worlds

This chapter’s objective is to highlight the potential that virtual worlds and their best known ambassador Second Life offer in the area of mass customization. After an introduction to virtual worlds in general, three case studies of companies (Dell, Philips, and Sears) applying mass customization and related techniques in virtual worlds will provide an overview of the potential of this new medium. Results show that both company representatives and virtual world consumers are excited about the idea of virtual mass customization, but that several problems and limitations still have to be overcome.

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