Understanding use continuance in virtual worlds:Empirical test of a research model

Barnes, Stuart (2011) Understanding use continuance in virtual worlds:Empirical test of a research model. Information and Management, 48 (8). pp. 303-312.

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Abstract

We decided to examine why people continue to use virtual worlds by studying a real example: the popular virtual world of Second Life. This involved building and testing a model of virtual worlds based on habit from both the habit/automaticity and instant automaticity perspectives, the latter based on utilitarian and hedonic goals. The results (for a sample of 339 users) suggested that continuance intention for the virtual world was driven by perceived usefulness, enjoyment, and both perspectives of automatic behavior, which together provide considerable explanatory power for both habit and continuance intention. We conclude with implications for practice in this new area of inquiry.

Item Type: Article
Uncontrolled Keywords: automatic behavior,continuance intention,habit,hedonic,second life,utilitarian,virtual world
Faculty \ School: Faculty of Social Sciences > Norwich Business School
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Depositing User: Stuart Barnes
Date Deposited: 21 Jul 2011 08:28
Last Modified: 21 Apr 2020 16:41
URI: https://ueaeprints.uea.ac.uk/id/eprint/34007
DOI: 10.1016/j.im.2011.08.004

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