Virtual worlds adoption: a research framework and empirical study
| Date | 25 September 2009 |
| DOI | https://doi.org/10.1108/14684520911001891 |
| Pages | 889-900 |
| Published date | 25 September 2009 |
| Author | Guangying Hua,Dominique Haughton |
| Subject Matter | Information & knowledge management,Library & information science |
Virtual worlds adoption:
a research framework and
empirical study
Guangying Hua and Dominique Haughton
Bentley College, Waltham, Massachusetts, USA
Abstract
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 ofvirtual worlds. A new
research framework is proposed and empirical data are collected to test its validity. The findings have
theoretical and practical implications.
Keywords Innovation, Simulation, Internet
Paper type Research paper
Introduction
The advance of information and communication technologies (ICTs) has been driving
the world economy over the past few decades. Technological advance brings radical
change not only for business, but also for individuals. ICTs break space and time limits
and enable people to interact and communicate more conveniently and faster. The
increasing popularity of virtual worlds has been driven by people and facilitated by the
advance of ICTs.
A virtual world is an internet-based simulated environment that emulates the real
world and is intended for its users to inhabit and interact through avatars (Bainbridge,
2007). There are six features of virtual worlds: shared space, graphical user interface,
immediacy, interactivity, persistence, and socialisation or community (Book, 2004). A
virtual world, as an innovative use of information technology (IT), enables people to
have a radical visual online experience. A virtual world goes beyond online
role-playing games and virtual communities since it enables its users to imitate – as
avatars – the real world and its financial transactions. As an early virtual world,
“Second Life” had attracted more than ten million residents by November 2007, when
this report was first drafted.
The current issue and full text archive of this journal is available at
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Virtual worlds
adoption
889
Refereed article received
23 August 2008
Approved for publication
10 October 2008
Online Information Review
Vol. 33 No. 5, 2009
pp. 889-900
qEmerald Group Publishing Limited
1468-4527
DOI 10.1108/14684520911001891
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