Year: 2009
Type: article
Study design: Observational Study
Abstract: The popularity of social virtual worlds (SVWs) stems from the proficiency of designing appealing\nactivities. In a volitional use context, hedonic outcomes, such as pleasure and enjoyment, along with\nsocial interactivity are fundamental attitudinal beliefs fostering the success of SVW. As such, the\nattitudinal beliefs affecting attitude toward using SVWs with multiple functions is worth studying. The\npractitioners should however focus on the actual behavioural success factors beyond using SVWs.\nUsing Habbo as an example, this study paper develops a research framework and examines how\nattitude toward using SVWs mediates Habbo goers’ attitudinal beliefs on the actual behavioural\nincentives. Based on a review of prior literature a decomposed theory of planned behaviour suggested\nby Taylor and Todd (1995) is employed. The research model is tested with data collected from 1225\nactive Habbo goers. The main findings of the study suggest that while the Habbo goers desire for\nsocial interaction within Habbo the construct of attitude toward using the service fails to reflect it.\nThis indicates that following the omission of discovering the proper attitudinal beliefs behind the\nactual behavioural factors investments may well be lost
Author: Merikivi, Jani
Institutions: University of Turku, Turku Centre for Computer Science
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1539572153