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- W2000752890 abstract "Virtual worlds (VWs) have become increasingly prominent during the past decade, populated by individual users and more recently, even “real world” firms. To effectively use a VW for business purposes, a relevant question for those firms pertains to why people use VWs and which motivational drivers might influence their participation behavior. This study offers an early analysis of the topic by extending a social influence model to explain participation behavior in a new, marketing-relevant context and identify specific motivational drivers of VW participation. Socializing, creativity, and escape emerge as individual drivers. Accounting for user heterogeneity also reveals four latent segments, each characterized by a distinct motivational driver, and one segment that reflects mixed motives. The segments differ substantially in their descriptive characteristics (e.g., usage intensity, overall spending behavior). These results have significant implications for research, VW operators, and companies doing business in VWs." @default.
- W2000752890 created "2016-06-24" @default.
- W2000752890 creator A5034345512 @default.
- W2000752890 creator A5046484081 @default.
- W2000752890 creator A5057058209 @default.
- W2000752890 creator A5075485631 @default.
- W2000752890 date "2012-02-01" @default.
- W2000752890 modified "2023-10-18" @default.
- W2000752890 title "“The (Real) World Is Not Enough:” Motivational Drivers and User Behavior in Virtual Worlds" @default.
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- W2000752890 doi "https://doi.org/10.1016/j.intmar.2011.06.002" @default.
- W2000752890 hasPublicationYear "2012" @default.