Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment

This study develops a framework for understanding user intentions and behaviors within a virtual world environment. The proposed framework posits that the intention to participate in virtual world is defined by a person’s 1) social identity, 2) attitude toward using the service, 3) subject...

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Autores principales:	Karjaluoto,Heikki, Leppaniemi,Matti
Lenguaje:	English
Publicado:	Universidad de Talca 2013
Materias:	Social identity Virtual world Experiential service Enjoyment Intention
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762013000100002
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spelling	oai:scielo:S0718-187620130001000022018-10-12Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World EnvironmentKarjaluoto,HeikkiLeppaniemi,Matti Social identity Virtual world Experiential service Enjoyment Intention This study develops a framework for understanding user intentions and behaviors within a virtual world environment. The proposed framework posits that the intention to participate in virtual world is defined by a person’s 1) social identity, 2) attitude toward using the service, 3) subjective norms, 4) attitude toward advertising on the service and 5) enjoyment. The proposed model is tested using data (n=319) from members of the virtual world environment. The results support the multidimensional view of social identity and show a strong positive association between social identity and intention and social identity and behavior, and further, confirm the intention-behavior link. Moreover, the results indicate that social identity outweighs the significance of a person’s attitude and relevant subjective norms in explaining intention and behavior. The results also indicate that enjoyment strongly explains both ease of use and attitude.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.8 n.1 20132013-04-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762013000100002en10.4067/S0718-18762013000100002
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Social identity Virtual world Experiential service Enjoyment Intention
spellingShingle	Social identity Virtual world Experiential service Enjoyment Intention Karjaluoto,Heikki Leppaniemi,Matti Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment
description	This study develops a framework for understanding user intentions and behaviors within a virtual world environment. The proposed framework posits that the intention to participate in virtual world is defined by a person’s 1) social identity, 2) attitude toward using the service, 3) subjective norms, 4) attitude toward advertising on the service and 5) enjoyment. The proposed model is tested using data (n=319) from members of the virtual world environment. The results support the multidimensional view of social identity and show a strong positive association between social identity and intention and social identity and behavior, and further, confirm the intention-behavior link. Moreover, the results indicate that social identity outweighs the significance of a person’s attitude and relevant subjective norms in explaining intention and behavior. The results also indicate that enjoyment strongly explains both ease of use and attitude.
author	Karjaluoto,Heikki Leppaniemi,Matti
author_facet	Karjaluoto,Heikki Leppaniemi,Matti
author_sort	Karjaluoto,Heikki
title	Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment
title_short	Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment
title_full	Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment
title_fullStr	Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment
title_full_unstemmed	Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment
title_sort	social identity for teenagers: understanding behavioral intention to participate in virtual world environment
publisher	Universidad de Talca
publishDate	2013
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762013000100002
work_keys_str_mv	AT karjaluotoheikki socialidentityforteenagersunderstandingbehavioralintentiontoparticipateinvirtualworldenvironment AT leppaniemimatti socialidentityforteenagersunderstandingbehavioralintentiontoparticipateinvirtualworldenvironment
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Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment

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