Why users purchase virtual products in MMORPG? An integrative perspective of social presence and user engagement

互动性 独创性 结构方程建模 透视图(图形) 产品(数学) 情感(语言学) 社会影响力 社会化媒体 心理学 用户体验设计 计算机科学 广告 知识管理 万维网 社会心理学 人机交互 业务 机器学习 人工智能 几何学 沟通 数学 创造力
作者
Wei Jin,Yongqiang Sun,Nan Wang,Xi Zhang
出处
期刊:Internet Research [Emerald (MCB UP)]
卷期号:27 (2): 408-427 被引量:92
标识
DOI:10.1108/intr-04-2016-0091
摘要

Purpose Prior studies on virtual product purchase have focused on external technological factor but have paid less attention to internal user factors. Thus, drawing upon the social presence and user engagement theories, the purpose of this paper is to develop a research model considering both technological factors and user factors and empirically examine the validity of the proposed research model. Design/methodology/approach A survey from 214 World of Warcraft players was conducted to test the proposed research model, and structural equation modelling approach (specifically, PLS) was used to test the proposed hypotheses. Findings The data analysis results suggest that both social presence and user engagement positively influence the intention to purchase virtual products. Furthermore, two technological factors, interactivity and sociability, are found to affect social presence, and two social factors, social ties and social identity, are found to affect user engagement. Originality/value This study proposes a dual factor framework (i.e. technological and user factors) to investigate the factors influencing the intention to purchase by integrating the social presence perspective and user engagement perspective. The findings would be beneficial for service provider of massively multiplayer online role-playing games to recognize that triggering user demand is of equal importance with offering better technologies and suggest new ways to promote users’ virtual product purchase intentions.
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