Understanding factors affecting consumer intention to shop in a virtual world

Tanya Domina, Seung-Eun Lee and Maureen MacGillivray

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 6, 613-620

Abstract: The objectives of this study were to understand that factors affecting consumer intention to shop in a virtual world and to analyze the relationships among these factors. Particularly, this study explored consumer innovativeness (consumer novelty seeking, consumer independent judgment making) as an external variable that influences consumer intention indirectly through its effects on consumer experiences with the virtual world application (ease of use, control, concentration, enjoyment). The findings indicated that consumers’ perceived enjoyment and control positively influenced their shopping intentions. While consumer novelty seeking had no significant effect on shopping intention consumer independent judgment making significantly affected consumers’ intention to shop in a virtual world indirectly through its positive effects on perceived control, enjoyment, and ease of use.

Keywords: Second Life; Virtual world; Consumers’ shopping intentions (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (29)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:6:p:613-620

DOI: 10.1016/j.jretconser.2012.08.001

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