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Virtual Item Purchase Behaviour in Virtual Worlds: An Exploratory Investigation

Guo, Yue, Barnes, Stuart J. (2009) Virtual Item Purchase Behaviour in Virtual Worlds: An Exploratory Investigation. Electronic Commerce Research, 9 (1-2). pp. 77-96. ISSN 1389-5753. (doi:10.1007/s10660-009-9032-6) (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)
Official URL
http://dx.doi.org/10.1007/s10660-009-9032-6

Abstract

Virtual worlds, such as Second Life, World of Warcraft and Everquest, have demonstrated huge economic potential. In such virtual worlds, virtual items are bought and sold between individuals for real money. However, little empirical research has been conducted into players’ purchase behavior in virtual worlds. To help us gain a better understanding of factors influencing purchase behavior in virtual worlds, we embarked on an exploratory study. Four focus groups were conducted with 24 participants, selected according to demographic and experiential characteristics. Preliminary empirical evidence suggests that factors including effort expectancy, character competency, the quality of the virtual world system, social influence, virtual item resources, personal real resources, performance expectancy, and self-actualization are important for predicting virtual item purchase behavior in virtual worlds. The results showed that virtual item purchase behavior in virtual worlds has considerable variability involving a range of factors at different stages.

Item Type: Article
DOI/Identification number: 10.1007/s10660-009-9032-6
Uncontrolled keywords: Focus groups · Virtual world · Qualitative study · Transactions · Model
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: 18 Jul 2013 09:39 UTC
Last Modified: 29 May 2019 10:24 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34733 (The current URI for this page, for reference purposes)
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