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Explaining the Continuous Use of a Social Virtual World: an investigation of Habbo users

Matti Mäntymäki, Jani Merikivi, Explaining the Continuous Use of a Social Virtual World: an investigation of Habbo users. In: 17th, 2010.

Abstract:

The popularity of social virtual worlds (SVWs) stems from the proficiency of designing appealing
activities. In a volitional use context, hedonic outcomes, such as pleasure and enjoyment, along with social interactivity are fundamental attitudinal beliefs fostering the success of SVW. As such, the attitudinal beliefs affecting attitude toward using SVWs with multiple functions is worth studying. The practitioners should however focus on the actual behavioural success factors beyond using SVWs. Using Habbo as an example, this study paper develops a research framework and examines how
attitude toward using SVWs mediates Habbo goers’ attitudinal beliefs on the actual behavioural incentives. Based on a review of prior literature a decomposed theory of planned behaviour suggested by Taylor and Todd (1995) is employed. The research model is tested with data collected from 1225 active Habbo goers. The main findings of the study suggest that while the Habbo goers desire for social interaction within Habbo the construct of attitude toward using the service fails to reflect it. This indicates that following the omission of discovering the proper attitudinal beliefs behind the actual behavioural factors investments may well be lost.

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BibTeX entry:

@INPROCEEDINGS{pMaMe10a,
  title = {Explaining the Continuous Use of a Social Virtual World: an investigation of Habbo users},
  author = {Mäntymäki, Matti and Merikivi, Jani},
  volume = {17th},
  year = {2010},
}

Belongs to TUCS Research Unit(s): Other

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