Virtual Economy and Consumer: How do Consumers Perceive and use Virtual Currency in Web 2.0 Communities?

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Author(s): Dong Hee Shin (Towson University, USA and Sung Kyun Kwan University, South Korea)
Copyright: 2009
Pages: 20
Source title: Ubiquitous Commerce for Creating the Personalized Marketplace: Concepts for Next Generation Adoption
Source Author(s)/Editor(s): Humphry Hung (Hong Kong Polytechnic University, Hong Kong), Y H Wong (Hong Kong Polytechnic University, Hong Kong)and Vincent Cho (Hong Kong Polytechnic University, Hong Kong)
DOI: 10.4018/978-1-60566-378-4.ch004

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Consumer Management

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Abstract

By expanding the technology acceptance model, this study analyzes the consumer purchasing behaviors with virtual currency in Web 2.0 drawing data from 311 users. This study focuses on which variables influence the intention to transact with virtual currency in Web 2.0. Individuals’ responses to questions about attitude and intention to transact in Web 2.0 were collected and combined with various factors modified from the technology acceptance model. The results of the proposed model show that subjective norm is a key behavioral antecedent to use virtual currency. In the extended model, subjective norm’s moderating effects on the relations among the variables are found significant. The new set of variables can be virtual environment-specific factors, playing as enhancing factors to attitudes and behavioral intention in Web 2.0 transactions. This study provides a more intensive view of Web 2.0 system users and is an important step towards a better understanding of the consumer behavior in Web 2.0.

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Virtual Economy and Consumer: How do Consumers Perceive and use Virtual Currency in Web 2.0 Communities?

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