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Index
Cover
Half Title
Title Page
Copyright Page
Table of Contents
Introduction. Virtual Social Identity: Welcome to the Metaverse
Part I. The Virtual Experience
1. I, Avatar： Auto-Netnographic Research in Virtual Worlds
2. For a Better Exploration of Metaverses as Consumer Experiences
Part II. Consumer Behavior in Virtual Worlds
3. Interaction Seeking in Second Life and Implications for Consumer Behavior
4. I Don't Know You, But I Trust You: A Comparative Study of Consumer Perceptions in Real-Life and Virtual Worlds
5. Social Interaction with Virtual Beings: The Technology Relationship Interaction Model and Its Agenda for Research
6. Personalized Avatar: A New Way to Improve Communication and E-Service
7. The Sacred and the Profane in Online Gaming: A Netnographic Inquiry of Chinese Gamers
Part III. Avatar Creation and Appearance
8. Finding Mii: Virtual Social Identity and the Young Consumer
9. Me, Myself, and My Avatar: The Effects of Avatars on SNW (Social Networking) Users' Attitudes Toward a Website and Its Ad Content
Part IV. Person Perceptions in Virtual Worlds
10. Effects of Ethnic Identity and Ethnic Ambiguous Agents on Consumer Response to Websites
11. Ethnic Matching: An Examination of Ethnic Morphing in Advertising
12. Mirror, Mirror on the Web: Understanding Thin-Slice Judgments of Avatars
Name Index
Subject Index
About the Editors and Contributors
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