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Something for nothing: understanding purchasing behaviors in social virtual environments.
1Department of Communication, University of Arkansas, Fayetteville, Arkansas 72701, USA. donghunc@uark.edu
Summary
This study examined factors influencing avatar product purchases and use intentions. The Technology Acceptance Model (TAM) successfully predicted intentions among non-users, highlighting perceived ease of use and usefulness.
Area of Science:
- Digital Interaction
- Consumer Behavior
- Virtual Worlds
Background:
- Understanding user engagement with virtual environments and digital goods is crucial.
- Previous models exploring avatar product purchases lacked comprehensive support.
- Investigating factors influencing adoption of avatar-related technologies is needed.
Purpose of the Study:
- To explore variables influencing the purchase of avatar-related products.
- To test a theoretical model for avatar product purchases.
- To identify predictors of intention to use avatar-related products among non-users.
Main Methods:
- Survey research with avatar users to explore purchase influences.
- Testing a theoretical model including attitude, subjective norm, self-presentation, identification, and immersion.
- Applying the Technology Acceptance Model (TAM) to avatar non-users to predict usage intention.
Main Results:
- The initial model for avatar product purchases was not fully supported.
- The Technology Acceptance Model (TAM) strongly predicted intention to use avatar-related products.
- Internet self-efficacy positively influenced perceived ease of use for avatars.
- Peer group subjective norm was a significant unique predictor of usage intention.
Conclusions:
- The Technology Acceptance Model (TAM) effectively explains the intention to use avatar-related products.
- Factors like perceived ease of use, usefulness, and social norms are key drivers for avatar technology adoption.
- Future research should consider these validated factors for avatar-related product development and marketing.