Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment
Year: 2013
Type: article
Study design: Observational Study
Abstract: This study develops a framework for understanding user intentions and behaviors within a virtual world environment. The proposed framework posits that the intention to participate in virtual world is defined by a person’s 1) social identity, 2) attitude toward using the service, 3) subjective norms, 4) attitude toward advertising on the service and 5) enjoyment. The proposed model is tested using data (n=319) from members of the virtual world environment. The results support the multidimensional view of social identity and show a strong positive association between social identity and intention and social identity and behavior, and further, confirm the intention-behavior link. Moreover, the results indicate that social identity outweighs the significance of a person’s attitude and relevant subjective norms in explaining intention and behavior. The results also indicate that enjoyment strongly explains both ease of use and attitude.
Authors: Heikki Karjaluoto, Matti Leppäniemi
Institution: University of Jyväskylä
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,207
OpenAlex ID: W1983300701