Explaining user adoption of virtual worlds: towards a multipurpose Explaining user adoption of virtual worlds: towards a multipurpose motivational model

Verhagen. T., F. Feldberg and B. van den Hooff
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Verhagen. T.: Vrije Universiteit Amsterdam, Faculteit der Economische Wetenschappen en Econometrie (Free University Amsterdam, Faculty of Economics Sciences, Business Administration and Economitrics

No 6, Serie Research Memoranda from VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics

Abstract: This study reports on an attempt to enhance our understanding of the reasons behind virtual world usage. By providing a mixture of utilitarian and hedonic value, virtual worlds represent an emerging class of multipurpose information systems (MPIS). Previous research seems to fall short in explaining MPIS adoption, especially since key extrinsic and intrinsic motivators are left out of consideration. Drawing upon IT adoption research, motivation theory and the consumer behavior literature, this research extends available works and provides insight into the influence and roles of extrinsic and intrinsic motivation. Hypotheses are postulated and tested using a sample of 1627 users of the virtual world Second Life. The results confirm the majority of the hypotheses and support the comprehensive model. The findings indicate instantaneous effects of extrinsic and intrinsic motivation, and highlight reinforcing effects of intrinsic motivation. Implications for research and practice are discussed.

Keywords: virtual worlds; multipurpose information system; extrinsic motivation; intrinsic motivation; adoption behavior; escapism; visual attractiveness; entertainment value motivation; adoption behavior; escapism; visual attractiveness; entertainment value (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (55)

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