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Explaining Continuous Use of Social Virtual Worlds: An Applied Theory of Planned Behavior Approach

Jani Merikivi, Matti Mäntymäki (Eds.), Explaining Continuous Use of Social Virtual Worlds: An Applied Theory of Planned Behavior Approach, 2009.

Abstract:

Social virtual worlds (SVWs) have become increasingly popular spaces for social interaction. To be attractive to engage with, maintaining a sufficient base of active users is a sine qua non. Using Habbo as
an example, this paper develops a framework for investigating the continuous use of social virtual worlds. Based on a detailed review of literature, we propose that a decomposed theory of planned behavior
complemented with critical mass and allure of competitors would be an applicable theoretical lens to explain why users continuously engage with a social virtual world. We suggest that the social aspects are of
particular importance in determining the continuous use of SVWs. This research attempts to build a theoretical foundation for further studies empirically investigating the phenomenon.

Files:

Abstract in PDF-format

BibTeX entry:

@PROCEEDINGS{pMeMa09a,
  title = {Explaining Continuous Use of Social Virtual Worlds: An Applied Theory of Planned Behavior Approach},
  editor = {Merikivi, Jani and Mäntymäki, Matti},
  year = {2009},
}

Belongs to TUCS Research Unit(s): Communication Systems (ComSys)

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