Understanding virtual world usage: A multipurpose model and empirical testing

Tibert Verhagen*, Frans Feldberg, Bart Van Den Hooff, Selmar Meents

*Corresponding author for this work

Research output: Chapter in Book / Report / Conference proceedingConference contributionAcademicpeer-review

Abstract

This study reports an attempt to enhance our understanding of the reasons behind virtual world usage. By providing a mixture of utilitarian and hedonic value, virtual worlds represent an emerging class of multipurpose information systems (MPIS). Previous research seems to fall short in explaining MPIS adoption, especially since key extrinsic and intrinsic motivators are not considered. Drawing upon IT adoption research, motivation theory and the consumer behavior literature, this research extends available works and provides insight into the influence and roles of extrinsic and intrinsic motivation. Hypotheses are postulated and tested using a sample of 1627 users of the virtual world Second Life. The results confirm the majority of the hypotheses and support the comprehensive model. The findings indicate instantaneous effects of extrinsic and intrinsic motivation, and highlight reinforcing effects of intrinsic motivation. Implications for research and practice are discussed.

Original languageEnglish
Title of host publication17th European Conference on Information Systems, ECIS 2009
Publication statusPublished - 2009
Event17th European Conference on Information Systems, ECIS 2009 - Verona, Italy
Duration: 8 Jun 200910 Jun 2009

Conference

Conference17th European Conference on Information Systems, ECIS 2009
CountryItaly
CityVerona
Period8/06/0910/06/09

Keywords

  • Adoption behavior
  • Entertainment value
  • Escapism
  • Extrinsic motivation
  • Intrinsic motivation
  • Multipurpose information system
  • Virtual worlds
  • Visual attractiveness

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