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The Chinese burgeoning Internet population will soon have an array of 3D virtual worlds in which to work and play. HiPiHi, Uworld and Novoking are considered as being the “Big3” local companies in this emerging market. Although some strategies of virtual worlds have been proven to be successful for attracting user acceptance in the western world, the effects of these strategies are questionable in the Chinese environment. For surviving in the Chinese environment, these three local companies have developed innovative strategies to attract Chinese users. Based on customer relationship management (CRM) and uses-and-gratifications (U&G) theories, this study compares the different strategies of these three virtual worlds, and explores which strategies can attract user acceptance in the Chinese environment.
Date of Conference: 16-18 April 2010