Insight into self concept and motivations of generation C members to participate in collaborative virtual environments
Existing research focuses on Generation C and collaborative virtual environments in the western context. This research aims to discover how the motivation to attain certain self concepts may drive Generation C members in Singapore to participate in collaborative virtual environments, with particular...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/10520 |
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| Institution: | Nanyang Technological University |
| Summary: | Existing research focuses on Generation C and collaborative virtual environments in the western context. This research aims to discover how the motivation to attain certain self concepts may drive Generation C members in Singapore to participate in collaborative virtual environments, with particular interest in “Second Life”. With Generation C shaping the consumption patterns in the future, this research also aims to provide marketers with insights on how to attract these consumers to join collaborative virtual environments. |
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