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Explaining Purchase Behavior within World of Warcraft

Guo, Yue, Barnes, Stuart J. (2012) Explaining Purchase Behavior within World of Warcraft. Journal of Computer Information Systems, 52 (3). ISSN 0887-4417. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)

Abstract

Virtual worlds, e.g. World of Warcraft (WoW) and RuneScape - have demonstrated huge economic potential. However, little empirical research has been conducted into players' purchase behavior in virtual worlds. This research was designed to help gain a better understanding of factors influencing purchase behavior in virtual worlds by empirically developing and testing a conceptual model of purchase behavior in virtual worlds. An online survey was conducted within WoW (n=253) and structural equation modeling was used to test the research model. Among the statistically significant paths found in the model, effort expectancy, performance expectancy, advancement, perceived value, customization, habit, enjoyment and perceived social status all have strong impact on players' purchase intention and actual purchase behavior. The study rounds off with a discussion and conclusions, highlighting implications for research and practice, research limitations.

Item Type: Article
Subjects: H Social Sciences
H Social Sciences > HA Statistics > HA33 Management Science
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Management Science
Depositing User: Cathy Norman
Date Deposited: 17 Jul 2013 10:18 UTC
Last Modified: 29 May 2019 10:24 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34677 (The current URI for this page, for reference purposes)
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