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Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities

Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities
Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities

Focusing on social network theories, we examine the interactive influence of both group-level (i.e. community influences) and individual-level variables (intrinsic and extrinsic motivations) simultaneously as the drivers of Massively Multiplayer Online Role-Playing Game (MMORPG) players’ virtual purchase behavior. We demonstrate that several aspects of real-world behavior are reflected in virtual purchase behavior. Notably, normative interpersonal influences and community identity are critical drivers and moderators of virtual purchases. Moreover, clear advancement and enjoyment opportunities offer important triggers for virtual purchase behavior. This study provides insights for game developers to increase virtual purchases, and identifies domain-specificity of each gaming platform.

Extrinsic and intrinsic motivation, Massively multiplayer online role-playing games, Online communities, Social network theory, Structural equation modeling, Virtual consumption
0378-7206
598-607
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Drennan, Judy
a52b0e4f-6783-471e-a814-ab93feccc528
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Drennan, Judy
a52b0e4f-6783-471e-a814-ab93feccc528

Shukla, Paurav and Drennan, Judy (2018) Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities. Information and Management, 55 (5), 598-607. (doi:10.1016/j.im.2018.01.001).

Record type: Article

Abstract

Focusing on social network theories, we examine the interactive influence of both group-level (i.e. community influences) and individual-level variables (intrinsic and extrinsic motivations) simultaneously as the drivers of Massively Multiplayer Online Role-Playing Game (MMORPG) players’ virtual purchase behavior. We demonstrate that several aspects of real-world behavior are reflected in virtual purchase behavior. Notably, normative interpersonal influences and community identity are critical drivers and moderators of virtual purchases. Moreover, clear advancement and enjoyment opportunities offer important triggers for virtual purchase behavior. This study provides insights for game developers to increase virtual purchases, and identifies domain-specificity of each gaming platform.

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More information

Accepted/In Press date: 3 January 2018
e-pub ahead of print date: 4 January 2018
Published date: 1 July 2018
Keywords: Extrinsic and intrinsic motivation, Massively multiplayer online role-playing games, Online communities, Social network theory, Structural equation modeling, Virtual consumption

Identifiers

Local EPrints ID: 429251
URI: http://eprints.soton.ac.uk/id/eprint/429251
ISSN: 0378-7206
PURE UUID: b2968b8d-7d3e-4d75-be8c-ed423e7eaab5
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 25 Mar 2019 17:30
Last modified: 26 Nov 2021 03:18

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Contributors

Author: Paurav Shukla ORCID iD
Author: Judy Drennan

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