 “The (Real) World Is Not Enough:” Motivational Drivers and User Behavior in Virtual WorldsMaik Eisenbeiss, Boris Blechschmidt, Klaus Backhaus and Philipp Alexander Freund Journal of Interactive Marketing, 2012, vol. 26, issue 1, 4-20 Abstract: Virtual worlds (VWs) have become increasingly prominent during the past decade, populated by individual users and more recently, even “real world” firms. To effectively use a VW for business purposes, a relevant question for those firms pertains to why people use VWs and which motivational drivers might influence their participation behavior. This study offers an early analysis of the topic by extending a social influence model to explain participation behavior in a new, marketing-relevant context and identify specific motivational drivers of VW participation. Socializing, creativity, and escape emerge as individual drivers. Accounting for user heterogeneity also reveals four latent segments, each characterized by a distinct motivational driver, and one segment that reflects mixed motives. The segments differ substantially in their descriptive characteristics (e.g., usage intensity, overall spending behavior). These results have significant implications for research, VW operators, and companies doing business in VWs. Keywords: Virtual worlds; Uses and gratification; Social influence; Motivations; Finite mixture structural equation model (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:26:y:2012:i:1:p:4-20 DOI: 10.1016/j.intmar.2011.06.002 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
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