ABSTRACT
The transition toward the digitalization of consumer practices and other forms of digital virtual consumption (DVC) clearly represents a key characteristic of the contemporary age. In the last ten years, not only most of Western society has started to buy goods through the diff erent means available on the Internet, but digitalization has also triggered deeper changes in overall approaches to the consumption of goods and services. With the aim of furthering our understanding of DVC, this chapter proposes a perspective that looks at how materiality still remains a relevant dimension in DVC practices. Although decisively infl uenced by the emerging role of virtual and de-materialized objects and interactions, DVC practices do not imply that there are no material objects involved or that these objects do not play an important part in shaping consumers’ experiences. In short, what I want to make evident is that in DVC materiality still matters. And it matters a lot.
