Something for nothing: Understanding purchasing behaviors in social virtual environments

The present paper is composed of two studies. The first study explored the variables influencing the purchase of avatar-related products through the avatar users' survey research. This proposed a theoretical model of the purchase of avatar-related products using attitude toward an avatar, subjective norm, self-presentation, identification, and immersion. Although significant relationships were found for the individual links, the model was not supported. The second study focused on which variables predict the intention to use avatar-related products. A model was tested with avatar non-users. Results indicated that all relationships among variables in the Technology Acceptance Model (TAM), such as perceived ease of use of avatar, perceived usefulness of avatar, attitude toward using avatar, and intention to use avatar-related products, were strongly supported, as was the link between Internet self-efficacy and perceived ease of use of avatar. Also, the peer groups' subjective norm component which was a unique variable successfully predicted intention to use avatar-related products. Overall, all hypotheses were supported and the data were judged to be consistent with the model.