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2 Why People Buy Virtual Items in Virtual Worlds With Real Money
Author
Guo, Yue and Barnes, Stuart
Year
2007
Publication information
The DATA BASE for Advances in Information Systems: Volume 38, Issue 4, November 2007. Pp. 69-75.
Suggested citation
Guo, Yue and Barnes, Stuart (2007). Why People Buy Virtual Items in Virtual Worlds With Real Money. The DATA BASE for Advances in Information Systems: Volume 38, Issue 4, November 2007. Pp. 69-75.
Available online at:
http://portal.acm.org/citation.cfm?id=1314247&jmp=cit&coll=ACM&dl=ACM
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Abstract from the paper
Virtual worlds, such as Second Life and Everquest, have grown into virtual game communities that have economic potential. In such communities, virtual items are bought and sold between individuals for real money. The study detailed in this paper aims to identify, model and test the individual determinants for the decision to purchase virtual items within virtual game communities. A comprehensive understanding of these key determinants will enable researchers to further the understanding of player behavior towards virtual item transactions, which are an important aspect of the economic system within virtual games and often raise one of the biggest challenges for game community operators. A model will be developed via a mixture of new constructs and established theories, including the theory of planned behavior (TPB), the technology acceptance model (TAM), trust theory and unified theory of acceptance and use of technology (UTAUT). For this purpose the research uses a sequential, multi-method approach in two phases: combining the use of inductive, qualitative data from focus groups and expert interviews in phase one; and deductive, quantitative survey data in phase two. The final model will hopefully provide an impetus to further research in the area of virtual game community transaction behavior. The paper rounds off with a discussion of further research challenges in this area over the next seven years.
Keywords: Model, MMORPG, MMOG, Transactions, Virtual Game, Virtual Items, Virtual World
