摘要：Electronic retailing (e-tailing) constitutes the use of the Internet for selling retail goods to consumers. Virtual reality uses cyber technology to simulate physical presence in an artificial environment. Virtual reality retailing (VRR) uses technology to sell both real and imaginary retail goods in an artificial environment, usually through consumers utilizing avatars to interact and consume online. To our knowledge there has been very little research conducted that examines the presence of real-life corporate retailers in virtual worlds, such as Second Life; and little or no business or marketing research conducted through avatar interaction and observation. This paper, in its exploratory nature, sets out to understand both the past and present relationships that existed, or still exist, between retailing and virtual reality. Although the total landscape of VRR appears to be growing significantly, the largest virtual world, Second Life, has flat-lined and fewer retailers are doing business through this medium. This research will uncover the reality of the present day Second Life retail environment and describe what appears to be a decline in retailers and active consumers. In addition to analyzing past and present retailers and an obvious flight from Second Life as a retailing marketplace, this research uniquely explores the virtual consumption process through avatar observation as well as depth interviews "of avatars by avatars." This cutting-edge qualitative data collection technique creates a unique research process, and uncovers heretofore unknown motives for users of VRR
