What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation

Hee-Woong Kim (), Hock Chuan Chan () and Atreyi Kankanhalli ()
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Hee-Woong Kim: Graduate School of Information, Yonsei University, Seodeamun, Seoul 120-749, Korea
Hock Chuan Chan: Department of Information Systems, School of Computing, National University of Singapore, Singapore 117417, Republic of Singapore
Atreyi Kankanhalli: Department of Information Systems, School of Computing, National University of Singapore, Singapore 117417, Republic of Singapore

Information Systems Research, 2012, vol. 23, issue 4, 1232-1245

Abstract: The sale of digital items, such as avatars and decorative objects, is becoming an important source of revenue for virtual community (VC) websites. However, some websites are unable to leverage this source of revenue, and there is a corresponding lack of understanding about what motivates people to purchase digital items in VCs. To explain the phenomenon, we develop a model based on the theory of self-presentation. The model proposes that the desire for online self-presentation is a key driver for such purchases. We also hypothesize that the social influence factors of online self-presentation norms and VC involvement as well as personal control in the form of online presentation self-efficacy are antecedents of the desire for online self-presentation. The model was validated by using survey data collected from Cyworld ( N =217) and Habbo ( N =197), two online social network communities that have been pioneers in the sale of digital items. This work contributes to our understanding of the purchase of digital items by extending the theory of self-presentation and adds to the broader line of research on online identity. It also lends insights into how VC providers can tap this source of revenue.

Keywords: digital item purchase; virtual community; desire for online self-presentation; VC norms; VC involvement; online presentation self-efficacy (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (16)

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