Virtual worlds adoption: a research framework and empirical study

Purpose - The purpose of this paper is to present a new framework to examine the adoption of virtual worlds. Virtual worlds, defined as internet-based simulated environments that emulate the real world and are intended for users to inhabit and interact within them through avatars, are growing fast a...

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Bibliographic Details
Published in:Online information review 2009-09, Vol.33 (5), p.889-900
Main Authors: Hua, Guangying, Haughton, Dominique
Format: Article
Language:English
Subjects:
Exact sciences and technology
Information and communication sciences
Information science. Documentation
Innovation
Innovations
Internet
Library and information science. General aspects
Sciences and techniques of general use
Simulation
Simulations
Studies
Technology Acceptance Model
Technology adoption
Use and user studies. Information needs
Virtual reality
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Summary:Purpose - The purpose of this paper is to present a new framework to examine the adoption of virtual worlds. Virtual worlds, defined as internet-based simulated environments that emulate the real world and are intended for users to inhabit and interact within them through avatars, are growing fast and are attracting more and more users.Design methodology approach - In this paper, a new framework is proposed on the basis of previous literature. An empirical study is performed to test the framework, using survey research. The data are collected through a questionnaire, which is developed on the basis of previous empirical studies.Findings - Based on the data, it is found that perceived usefulness and social factors are two main factors influencing people's adoption of virtual worlds. The technology acceptance model (TAM) is still acceptable, while the diffusion of information (DOI) theory does not fit. Perceived enjoyment does not have a significant impact on the adoption of virtual worlds, but is highly correlated with perceived usefulness. Both factors capture the productivity and entertainment aspects of virtual worlds.Originality value - This study is a novel attempt to examine the adoption of virtual worlds. A new research framework is proposed and empirical data are collected to test its validity. The findings have theoretical and practical implications.
ISSN:1468-4527
1468-4535
DOI:10.1108/14684520911001891