Experiência de Consumo em Realidades Virtuais: Um Estudo de Caso Realizado no Second Life

This study aims at investigating how does the consumer experience in Second Life. For this, we used a qualitative case study. Data collection was developed through participant observation, dialogue inspired by ethnography and semi-structured interviews. Content analysis guided obtaining results. It was found that feelings related to the procurement process are similar to what is felt by respondents to make purchases in real life and, in some cases, are even more pleasurable.