介绍(产科)
收入
互联网隐私
计算机科学
数字身份
收益模型
在线社区
杠杆(统计)
身份(音乐)
社会化媒体
在线身份
广告
数字媒体
万维网
互联网
业务
计算机安全
医学
物理
会计
访问控制
机器学习
声学
放射科
作者
Hee‐Woong Kim,Hock Chuan Chan,Atreyi Kankanhalli
出处
期刊:Information Systems Research
[Institute for Operations Research and the Management Sciences]
日期:2012-03-13
卷期号:23 (4): 1232-1245
被引量:210
标识
DOI:10.1287/isre.1110.0411
摘要
The sale of digital items, such as avatars and decorative objects, is becoming an important source of revenue for virtual community (VC) websites. However, some websites are unable to leverage this source of revenue, and there is a corresponding lack of understanding about what motivates people to purchase digital items in VCs. To explain the phenomenon, we develop a model based on the theory of self-presentation. The model proposes that the desire for online self-presentation is a key driver for such purchases. We also hypothesize that the social influence factors of online self-presentation norms and VC involvement as well as personal control in the form of online presentation self-efficacy are antecedents of the desire for online self-presentation. The model was validated by using survey data collected from Cyworld (N=217) and Habbo (N=197), two online social network communities that have been pioneers in the sale of digital items. This work contributes to our understanding of the purchase of digital items by extending the theory of self-presentation and adds to the broader line of research on online identity. It also lends insights into how VC providers can tap this source of revenue.
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