Life on the Screen: Identity in the Age of the Internet
Life on the Screen: Identity in the Age of the Internet
The experienced "sense" of a virtual community: characteristics and processes
ACM SIGMIS Database
Journal of the American Society for Information Science and Technology
Social influence process in the acceptance of a virtual community service
Information Systems Frontiers
Encouraging participation in virtual communities
Communications of the ACM - Spam and the ongoing battle for the inbox
Toward Virtual Community Knowledge Evolution
Journal of Management Information Systems
Competition Among Virtual Communities and User Valuation: The Case of Investing-Related Communities
Information Systems Research
Conceptualizing and Testing a Social Cognitive Model of the Digital Divide
Information Systems Research
Information Systems Frontiers
Examining knowledge contribution from the perspective of an online identity in blogging communities
Computers in Human Behavior
User acceptance of hedonic information systems
MIS Quarterly
Research Note---The Impact of Community Commitment on Participation in Online Communities
Information Systems Research
Information Systems Research
IT-driven identity work: Creating a group identity in a digital environment
Information and Organization
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The sale of digital items, such as avatars and decorative objects, is becoming an important source of revenue for virtual community (VC) websites. However, some websites are unable to leverage this source of revenue, and there is a corresponding lack of understanding about what motivates people to purchase digital items in VCs. To explain the phenomenon, we develop a model based on the theory of self-presentation. The model proposes that the desire for online self-presentation is a key driver for such purchases. We also hypothesize that the social influence factors of online self-presentation norms and VC involvement as well as personal control in the form of online presentation self-efficacy are antecedents of the desire for online self-presentation. The model was validated by using survey data collected from Cyworld (N=217) and Habbo (N=197), two online social network communities that have been pioneers in the sale of digital items. This work contributes to our understanding of the purchase of digital items by extending the theory of self-presentation and adds to the broader line of research on online identity. It also lends insights into how VC providers can tap this source of revenue.