Purchase behavior in virtual worlds: An empirical investigation in Second Life

Authors:
Yue Guo;Stuart Barnes
Affiliations:
Norwich Business School, University of East Anglia, Chancellor's Drive, Norwich NR4 7TJ, United Kingdom;Norwich Business School, University of East Anglia, Chancellor's Drive, Norwich NR4 7TJ, United Kingdom
Venue:
Information and Management
Year:
2011

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Abstract

Virtual worlds are an emerging online transaction context in which millions of players around the world participate and trade virtual items with one another. However, little research has been conducted into purchase behavior in this new context. To address this gap, we developed and tested a conceptual model of purchase behavior in virtual worlds using a combination of existing and new constructs. An online survey was conducted within Second Life (n=250) and tested using structural equation modeling. We conclude with implications for practice and research limitations.