Exploring Intentions to Use Virtual Worlds for Business

Jia Shen · Lauren B. Eder

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Technology Adoption and User Behaviour Digital Games and Media Virtual Reality Applications and Impacts

Abstract

Virtual worlds are becoming increasingly sophisticated, showing potential as a platform for a variety of collaborative activities in business. This exploratory study examines user‟s intentions to use the virtual world Second Life (SL), and the factors associated with the intentions. Based on Technology Acceptance Model (TAM), flow theory, and extended models of TAM, a research model is proposed with seven constructs. The model is tested through a survey administered to business school students who have participated in a business-oriented exercise using Second Life. Results show that perceived usefulness and perceived enjoyment have significant impacts on behavioral intentions to use SL for business activities, while perceived ease of use is not a significant direct antecedent to behavioral intentions. Additionally, computer playfulness and computer self-efficacy are shown as important predictors to perceived ease of use. Implications and limitations are discussed.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1990Flow: the psychology of optimal experience 2000Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model 1992Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1 2000Measuring the Customer Experience in Online Environments: A Structural Modeling Approach 2000The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption 1996A critical assessment of potential measurement biases in the technology acceptance model: three experiments 1997Testing the technology acceptance model across cultures: A three country study

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2012Exploring user acceptance of 3D virtual worlds in travel and tourism marketing 2010Individual motivations and demographic differences in social virtual world uses: An exploratory investigation in Second Life 2011Understanding users’ motivations to engage in virtual worlds: A multipurpose model and empirical testing 2011Satisfaction with virtual worlds: An integrated model of experiential value

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