Virtual World Consumer Behavior

This research will look at consumer behaviors in Virtual Worlds (VW) in order to fill the research gap and build a model to explain why users chose to purchase in VWs. Results from this study will help Information Systems (IS) researchers and game developers understand specific user attributes that may affect their intentions to purchase. With this knowledge IS researchers and developers may have the opportunity to manipulate system components in ways to improve business processes and stimulate profits for businesses. This study will rely on the Theory of Reasoned Action (TRA), Flow Theory and the concept of desire for uniqueness (DFU). The study's data will come from online survey volunteer VW users in one region of the United States testing both the model's measurement tool and hypotheses with Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The validity and reliability and the strength and polarity relationships between the variables (user skill, challenge and DFU; VW shopping attitude, subjective norms (SN); and VW purchase intentions) will be assessed. With the results of the study, suggestions for further research will be made.