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Communication in Second Life and E-business Opportunities: A Case Analysis

机译：第二人生中的交流与电子商务机会：一个案例分析

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摘要

Second life is an online, 3D virtual world imagined and created by its residents. The aim of the current study is to investigate why people communicate in second life and effectiveness of communication to perform e-business in virtual environment. The most common communication media used in second life are text and voice, instant messaging and video conferencing. The intention of residents entering second Life is to interact with each other, socialize and conduct e-business. The major theoretical background used in this study was the communication theory and social systems, theory of intrinsic motivation and word of mouth communication. A case analysis from second life residents was performed to study communication behavior of residents and e-business opportunities. The result was focused on the efficiency and superiority of communication in second life among other social networking sites such as Facebook, Myspace, Twitter and Youtube and its significance on real world business. The findings provided that communication in virtual environment plays pivotal role for social networking and e-business growth.
机译：第二人生是一个由居民想象和创造的在线3D虚拟世界。本研究的目的是调查人们为何在第二人生进行交流，以及在虚拟环境中进行电子商务的交流有效性。第二人生中最常用的通信媒体是文本和语音，即时消息传递和视频会议。居民进入第二人生的目的是互相交流，社交和开展电子商务。本研究使用的主要理论背景是传播理论和社会系统，内在动机理论和口碑传播。通过对第二生命居民的案例分析，研究了居民的交流行为和电子商务机会。结果集中于第二人生中其他社交网站（如Facebook，Myspace，Twitter和Youtube）中交流的效率和优势，以及其在现实世界中的意义。研究结果表明，虚拟环境中的通信对于社交网络和电子商务的增长起着至关重要的作用。

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