New consumers in virtual worlds : Identity building and consuming experience in Second Life

International audienceUsing virtual worlds, this paper examines the link that exists between individuals and their avatars in terms of identity. Our aim is to offer an initial framework in order to understand how new consumers in virtual worlds build their identity and more precisely whether total or partial identity transfers from the real to the virtual. An exploratory qualitative technique was employed, using instant messaging with 35 immersive interviews in the Second Life virtual world. The outcomes of the study suggest that virtual worlds and the social and business interactions they offer are tools to build consumer identity