To be or not to be? Virtual experience and immersion on a 3D commercial web site

Based on the growth of Internet technologies and the development of 3D shopping environments, the presented research deals with the issue of virtual experience on such realistic virtual universes. An exploratory study was conducted (8 focus groups, 35 individual interviews) and qualitative data were analyzed through an interpretative process by being constantly confronted to theory. Main findings highlight the central influence of the consumer-avatar, embodiment and sensory realism. The concept of presence is discussed as a relevant proxy to study immersion and virtual experience in such an environment. Academic and managerial contributions and research perspectives on virtual experience are highlighted