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Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities

Shukla, P and Drennan, J (2018) 'Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities.' Information and Management. - - -. ISSN 0378-7206

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Focusing on social network theories, we examine the interactive influence of both group-level (i.e. community influences) and individual-level variables (intrinsic and extrinsic motivations) simultaneously as the drivers of Massively Multiplayer Online Role-Playing Game (MMORPG) players’ virtual purchase behavior. We demonstrate that several aspects of real-world behavior are reflected in virtual purchase behavior. Notably, normative interpersonal influences and community identity are critical drivers and moderators of virtual purchases. Moreover, clear advancement and enjoyment opportunities offer important triggers for virtual purchase behavior. This study provides insights for game developers to increase virtual purchases, and identifies domain-specificity of each gaming platform.

Item Type: Article
Uncontrolled Keywords: Virtual consumption; Massively Multiplayer Online Role-Playing Games; social network theory; online communities; extrinsic and intrinsic motivation; structural equation modeling
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA76 Computer software
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Elements
Date Deposited: 05 Jan 2018 17:04
Last Modified: 04 Jan 2020 02:00

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