Year: 2009
Type: article
Study design: Observational Study
Abstract: This study reports an attempt to enhance our understanding of the reasons behind virtual world usage.\nBy providing a mixture of utilitarian and hedonic value, virtual worlds represent an emerging class of\nmultipurpose information systems (MPIS). Previous research seems to fall short in explaining MPIS\nadoption, especially since key extrinsic and intrinsic motivators are not considered. Drawing upon IT\nadoption research, motivation theory and the consumer behavior literature, this research extends\navailable works and provides insight into the influence and roles of extrinsic and intrinsic motivation.\nHypotheses are postulated and tested using a sample of 1627 users of the virtual world Second Life.\nThe results confirm the majority of the hypotheses and support the comprehensive model. The findings\nindicate instantaneous effects of extrinsic and intrinsic motivation, and highlight reinforcing effects of\nintrinsic motivation. Implications for research and practice are discussed.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1489545404