The goal of this paper is to develop a customer typology for 3D virtual world by grouping similar Second Life (SL) virtual world users into homogeneous groups.
The research method entails the empirical analysis of 176 survey respondents. The evaluation of the data was done using cluster analysis technique. The use of cluster analysis is appropriate for developing marketplace typology.
The outcome of the study reveals the presence of three distinct customer clusters in SL virtual world: virtualskeptics, evirtualist, and virtualcentrist. Overall, the three distinct customer clusters differ on individual flow state and individual attitude toward SL.
Marketers can implement specific marketing strategies/tactics that take into consideration the similarities and differences among the members of the three groups identified in the analysis.
The study reveals the existence of unique customer use behavior in the 3D virtual world environment.
