Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities

Focusing on social network theories, we examine the interactive influence of both group-level (i.e. community influences) and individual-level variables (intrinsic and extrinsic motivations) simultaneously as the drivers of Massively Multiplayer Online Role-Playing Game (MMORPG) players’ virtual purchase behavior. We demonstrate that several aspects of real-world behavior are reflected in virtual purchase behavior. Notably, normative interpersonal influences and community identity are critical drivers and moderators of virtual purchases. Moreover, clear advancement and enjoyment opportunities offer important triggers for virtual purchase behavior. This study provides insights for game developers to increase virtual purchases, and identifies domain-specificity of each gaming platform.     

Cousins Virtual Jane and Virtual Joe,extraordinary virtual helpers

Higher education institutions deliver web-based learning with varied success. The success rate of distributed online courses remains low. Factors such as ineffective course facilitation and insufficient communication contribute to the unfulfilled promises of web-based learning. Students consequently feel unmotivated. Instructor control and in the courseroom further isolates students, whereas success rate increases when students unite in virtual communities. King (2002) increased student participation in his online classes by creating a virtual student, Joe, as a participating student and supplementary facilitator. This investigation responds to King’s call for further directions on how a virtual helper enhances online facilitation. This inspired our investigation of how Virtual Jane might augment online facilitation. King’s prediction, “It seems that Joe Bags may have a family in the future,” (p. 164) became a reality in a South African masters’ web-based class on web-based learning.     

Community based innovation: How to integrate members of virtual communities into new product development

Online consumer groups represent a large pool of product know-how. Hence, they seem to be a promising source of innovation. At present, except for open source software, little is known about how to utilize this know-how for new product development. In this article we explore if and how members of virtual communities can be integrated into new product development. We explain how to identify and access online communities and how to interact with its members in order to get valuable input for new product development. This approach we term “Community Based Innovation.” The Audi case illustrates the applicability of the method and underscores the innovative capability of consumers encountered in virtual communities. Johann Füller is assistant professor in marketing at Innsbruck University School of Management and board member of HYVE AG, a company specialized in virtual customer integration. He received his Ph.D. in business administration at the Innsbruck University School of Management. Johann holds a degree in mechanical engineering, and industrial engineering and management. His research interests are in the field of innovation creation in online communities and in virtual consumer integration into new product development. Michael Bartl is member of the management board at the HYVE AG in Munich, Germany, specialised in Customized Innovation and Product Design. He finished his Ph.D. Thesis in Business Administration at the Otto Beisheim Graduate School of Management (WHU) obtained his Dipl. Kfm. from the Ludwig-Maximilians-University Munich and his B.A. (Hons) from the University of Westminster London. Holger Ernst is professor at WHU—Otto Beisheim School of Management, Vallendar, Germany where he holds the Chair for Technology and Innovation Management. He is currently visiting professor at the Kellogg School of Management, Northwestern University, Evanston, IL, USA. His main research interests are in the fields of technology and innovation management, intellectual property management, new product development and entrepreneurship. He has published in the Journal of Product Innovation Management, International Journal of Management Reviews, Journal of Engineering and Technology Management, IEEE Transactions on Engineering Management, Research Policy and R&D Management. He consults multiple European organizations in the area of technology, patent and innovation management. Hans Muhlbacher is Professor of Business Administration at the Innsbruck University School of Management. He has been President of the European Marketing Academy and currently is the Associate Editor for International Business of the Journal of Business Research. All along his career he has extensively taught internationally at business schools such as ESSEC or universities such as Emory University, Tulane University, or Paris Pantheon-Assass. His main research interests are in the field of strategy formation, branding, and innovation.     

The influence of self-discrepancy between the virtual and real selves in virtual communities

Virtual communities enable one to pretend to be a different person or to possess a different self-identity at little or no cost. Despite the ubiquity of such communities, there is limited theoretical and empirical research regarding the effect of taking on a different self-identity associated with one’s psychological and behavioral functioning in those communities. To address this issue, drawing on the self-concept rooted in sociopsychology, this study employs the self-discrepancy index, which assesses the degree of differences between one’s virtual and real selves; the study goes onto develop a theoretical framework that links self-discrepancy, psychological states (i.e., autonomy, recovery, and catharsis), and behavior (i.e., contribution quality and quantity). The results of an analysis involving 299 survey participants show that self-discrepancy has a significant influence on autonomy and recovery and that this, in turn, influences levels of contribution quality and quantity. It is of note that the results of this study indicate that catharsis is inversely related to contribution quality. Furthermore, subgroup analysis reveals that the effects of self-discrepancy on contribution vary depending on whether the virtual community is utilitarian or hedonic.     

Mirrored selves: The influence of self-presence in a virtual world on health,appearance, and well-being

Though considerable research has investigated spatial and social presence, little research has examined the influence of self-presence in a mediated environment. The present work is an empirical study of the role of self-presence in a social virtual world on individuals’ offline health, appearance, and well-being. Second Life users (N = 279) completed an online questionnaire about their experiences of presence in the virtual world, the influence of their avatar on their offline appearance and health behaviors, and their level of satisfaction with the relationships they developed online. It was hypothesized that self-presence would be positively associated with avatar influence on health and appearance and that self-presence would render the influence of spatial and social presence statistically non-significant. Additionally, it was hypothesized that self-presence would be positively associated with satisfaction with relationships developed in the virtual world. Support was found for these predictions. Results suggest that self-presence is uniquely linked to the influence of the virtual self on offline health and appearance and is a significant predictor of the development of satisfying online relationships. Individual differences and potential prosocial effects of virtual worlds are also discussed.     

On the linguistic nature of cyberspace and virtual communities

This paper argues for a linguistic explanation of the nature of Virtual Communities. Virtual Communities develop and grow in electronic space. or cyberspace. Authors such as Benedikt Meyrowitz and Mitchell have theorised about the nature of electronic space whilst Lefebvre. Popper, Hakim Bey (aka Lamborn Wilson) and Kuhn have theorised more generally about the nature of space. Extending this tradition and the works of these authors, this paper presents a language based perspective on the nature of electronic spaces. Behaviour in cyberspace is based on and regulated by hardware, software tools and interfaces. A definition of electronic space cannot be given beyond its linguistic characteristics, which underlie and sustain it. The author believes that the more users and developers understand the relationship between language and cyberspace, the more they will be able to use specific metaphors for dwelling and inhabiting it. In particular, MUDs/MOOs and the Web are interesting places for testing and observing social behaviours and dynamics.     

Pre-service teachers’ perspectives on using scenario-based virtual worlds in science education

This paper presents the findings of a study on the current knowledge and attitudes of pre-service teachers on the use of scenario-based multi-user virtual environments in science education. The 28 participants involved in the study were introduced to Virtual Singapura, a multi-user virtual environment, and completed an open-ended questionnaire. Data from the questionnaire indicated that gender and current computer game use were likely to affect the perceived benefits of using virtual worlds in a classroom setting. Behavior management was seen as being a constraining factor on a pre-service teacher’s willingness to use a virtual world in the future. Overall, the results of the study indicate that pre-service teachers as a result of their use of Virtual Singapura are both aware of virtual worlds and have a reasonable understanding of both their potential advantages and disadvantages within a classroom setting.     

Understanding and analysing activity and learning in virtual communities

Abstract  The purpose of this study is to provide a preliminary framework to observe, analyse and evaluate both activity and learning in virtual communities. So various types of virtual communities will be studied by examining their relationship to socialisation and learning. After a presentation of the main ideas of Wenger's social learning theory, the principal components of the social context of the emergence and evolution of virtual communities will be described. It will show how taking this context into account enables the definition of four principal types of virtual communities: community of interest, goal-oriented community of interest, learners' community and community of practice and describe how the activity of these communities develops according to the goals they set for themselves and to the strategies they adopt to reach them. For each type of virtual community, an attempt will be made to determine the process of negotiation of meaning at the base of learning, and to describe the learning performed in terms of participation and reification processes.     

A connective ethnography of peer knowledge sharing and diffusion in a tween virtual world

Prior studies have shown how knowledge diffusion occurs in classrooms and structured small groups around assigned tasks yet have not begun to account for widespread knowledge sharing in more native, unstructured group settings found in online games and virtual worlds. In this paper, we describe and analyze how an insider gaming practice spread across a group of tween players ages 9–12 years in an after-school gaming club that simultaneously participated in a virtual world called Whyville.net. In order to understand how this practice proliferated, we followed the club members as they interacted with each other and members of the virtual world at large. Employing connective ethnography to trace the movements in learning and teaching this practice, we coordinated data records from videos, tracking data, field notes, and interviews. We found that club members took advantage of the different spaces, people, and times available to them across Whyville, the club, and even home and classroom spaces. By using an insider gaming practice, namely teleporting, rather than the more traditional individual person as our analytical lens, we were able to examine knowledge sharing and diffusion across the gaming spaces, including events in local small groups as well as encounters in the virtual world. In the discussion, we address methodological issues and design implications of our findings.

Design and evaluation of an adaptive incentive mechanism for sustained educational online communities

Most online communities, such as discussion forums, file-sharing communities, e-learning communities, and others, suffer from insufficient user participation in their initial phase of development. Therefore, it is important to provide incentives to encourage participation, until the community reaches a critical mass and “takes off”. However, too much participation, especially of low-quality can also be detrimental for the community, since it leads to information overload, which makes users leave the community. Therefore, to regulate the quality and the quantity of user contributions and ensure a sustainable level of user participation in the online community, it is important to adapt the rewards for particular forms of participation for individual users depending on their reputation and the current needs of the community. An incentive mechanism with these properties is proposed. The main idea is to measure and reward the desirable user activities and compute a user participation measure, then cluster the users based on their participation measure into different classes, which have different status in the community and enjoy special privileges. For each user, the reward for each type of activity is computed dynamically based on a model of community needs and an individual user model. The model of the community needs predicts what types of contributions (e.g. more new papers or more ratings) are most valuable at the current moment for the community. The individual model predicts the style of contributions of the user based on her past performance (whether the user tends to make high-quality contributions or not, whether she fairly rates the contributions of others). The adaptive rewards are displayed to the user at the beginning of each session and the user can decide what form of contribution to make considering the rewards that she will earn. The mechanism was evaluated in an online class resource-sharing system, Comtella. The results indicate that the mechanism successfully encourages stable and active user participation; it lowers the level of information overload and therefore enhances the sustainability of the community.     

Motivations in virtual health communities and their relationship to community,connectedness and stress

This study explores the relationships between motivations for joining virtual health communities, online behaviors, and psycho-social outcomes. A sample of 144 women from two virtual health communities focusing on infertility completed survey measures assessing motivations, posting and receiving support, connectedness, community, and stress. Our results indicate that socio-emotional support motivations for joining the community were associated with posting support within the virtual community, while informational motivations were related to receiving support. Further, receiving support was associated with greater sense of virtual community as well as more general feelings of connectedness, which was related to less stress. Implications for virtual health community research are discussed.     

Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel

Social virtual worlds (SVWs) have become important environments for social interaction. At the same time, the supply and demand of virtual goods and services is rapidly increasing. For SVWs to be economically sustainable, retaining existing users and turning them into consumers are paramount challenges. This requires an understanding of the underlying reasons why users continuously engage in SVWs and purchase virtual items. This study builds upon Technology Acceptance Model, motivational model and theory of network externalities to examine continuous usage and purchase intention and it empirically tests the model with data collected from 2481 Habbo users. The results reveal a strong relationship between continuous usage and purchasing. Further, the results demonstrate the importance of the presence of other users in predicting the purchase behavior in the SVW. Continuous SVW usage in turn is predicted directly by perceived enjoyment and usefulness while the effect of attitude is marginal. Finally, perceived network externalities exert a significant influence of perceived enjoyment and usefulness of the SVW but do not have a direct effect on the continuous usage.     

Factors affecting members' trust belief and behaviour intention in virtual communities

In this research we investigate whether antecedent factors of participant trust and institutional trust significantly influence members' trust belief towards virtual communities. Further, we investigate how members' trust levels affect their behaviour intention. A model of factors that affect members' trust in virtual communities is constructed. We analysed 625 valid online questionnaires obtained from virtual communities related to travel, games, and computer information. The findings suggest that benefit attraction and shared value have significant positive effects on building participant trust, and monitoring has a significant positive effect on building institutional trust. Trust building influences both members' stickiness in virtual communities and their willingness to share information. This research suggests that the extent to which members trust community-based website environments significantly influences their practical behaviour in such environments.     

Fostering the determinants of knowledge sharing in professional virtual communities

Professional virtual communities (PVCs), which are formed on the Internet, are expected to serve the needs of members for communication, information, and knowledge sharing. The executives of organizations should consider PVCs as a new innovation or knowledge pool since members share knowledge. However, many PVCs have failed due to members’ low willingness to share knowledge with other members. Thus, there is a need to understand and foster the determinants of members’ knowledge sharing behavior in PVCs. This study develops an integrated model designed to investigate and explain the relationships between contextual factors, personal perceptions of knowledge sharing, knowledge sharing behavior, and community loyalty. Empirical data was collected from three PVCs and tested using structural equation modeling (SEM) to verify the fit of the hypothetical model. The results show that trust significantly influences knowledge sharing self-efficacy, perceived relative advantage and perceived compatibility, which in turn positively affect knowledge sharing behavior. Furthermore, the study finds that the norm of reciprocity does not significantly affect knowledge sharing behavior. The results of the study can be used to identify the motivation underlying individuals’ knowledge sharing behavior in PVCs. By investigating the impacts of contextual factors and personal perceptions on knowledge sharing behavior, the integrated model better explains behavior than other proposed models. This study might help executives of virtual communities and organizations to manage and promote these determinants of knowledge sharing to stimulate members’ willingness to share knowledge and enhance their virtual community loyalty. As only little empirical research has been conducted on the impact of knowledge sharing self-efficacy, perceived relative advantage, and perceived compatibility on the individual’s knowledge sharing behavior in PVCs, the empirical evidence reported here makes a valuable contribution in this highly important area.     

Avatar creation in virtual worlds: Behaviors and motivations

Avatar creation has become common for people to participate and interact in virtual worlds. Using an online survey (N = 244), we investigated both the behavioral characteristics and major motivations for avatar creation in virtual worlds. Our results suggest that a majority of the participants had multiple avatars; these avatars’ appearance did not merely resemble the human players; and their personality did not necessarily mirror the player’s real personality. Furthermore, participants on average spent over 20 h per week and often interacting with others in the virtual worlds. Our exploratory factor analysis yielded four major motivations: virtual exploration, social navigation, contextual adaptation, and identity representation.     

Correlating the effects of flow and telepresence in virtual worlds: Enhancing our understanding of user behavior in game-based learning

Recent research on online learning suggests that virtual worlds are becoming an important environment to observe the experience of flow. From these simulated spaces, researchers may gather a deeper understanding of cognition in the context of game-based learning. Csikszentmihalyi (1997) describes flow as a feeling of increased psychological immersion and energized focus, with outcomes that evoke disregard for external pressures and the loss of time consciousness, issuing in a sense of pleasure. Past studies suggest that flow is encountered in an array of activities and places, including those in virtual worlds. The authors’ posit that flow in virtual worlds, such as Second Life (SL), can be positively associated with degrees of the cognitive phenomenon of immersion and telepresence. Flow may also contribute to a better attitude and behavior during virtual game-based learning. This study tested three hypotheses related to flow and telepresence, using SL. Findings suggest that both flow and telepresence are experienced in SL and that there is a significant correlation between them. These findings shed light on the complex interrelationships and interactions that lead to flow experience in virtual gameplay and learning, while engendering hope that learners, who experience flow, may acquire an improved attitude of learning online.     

I became an attractive person in the virtual world: Users’ identification with virtual communities and avatars

A number of studies have examined virtual worlds, which can facilitate knowledge sharing, education, and enjoyment, among others. However, no study has provided an insightful research model for evaluating virtual worlds. This study suggests that users’ identification with virtual communities and avatars plays a critical role in the construction of attractive virtual worlds. The proposed model measures the level of the user’s identification with virtual communities, through which the user builds his or her trust in other community members. In addition, the study suggests that users’ identification with avatars is an important element of their satisfaction with virtual worlds. The results indicate that users’ identification with virtual communities as well as avatars can enhance their efficacy and trust and thus facilitate their sustained use of virtual services. The results have important theoretical and practical implications.     

Realism, idealization, and potential negative impact of 3D virtual relationships

One hundred and ninety-nine participants, each of whom was currently involved in an intimate relationship within the 3D virtual world of Second Life, completed measures assessing whether they (1) viewed their 3D virtual relationship as an exercise in fantasy or one that had a quality of realism, and (2) perceived the personality characteristics of their 3D partner in more positive or idealized terms than a current or recent real life partner. Additionally, 71 of the 199 participants (36%) who were concurrently involved in a real life romantic relationship as well as their Second Life relationship provided data regarding the potential negative impact of Second Life relationships on co-occurring real life relationships. Results indicated that (1) the majority of participants viewed their Second Life relationships as real rather than as a form of game-playing, (2) participants generally reported more positive or idealized personality traits for their Second Life partners compared to their real life partners, and (3) a portion of participants in co-occurring Second Life and real life relationships indicated that their virtual relationship served as an emotional competitor or potential threat to their real life relationship, with the potential for detrimental effects rising as the couple progressively adds non-immersive digital and physical channels of communication to the original 3D relationship.     

Determinants of successful virtual communities: Contributions from system characteristics and social factors

Although there is growing interest in virtual communities, few studies have examined them from an integrated viewpoint including technical and social perspectives. By expanding on DeLone and McLean’s IS success model, the author constructed a model of the impact of system characteristics (e.g., information and system quality) and social factors (e.g., trust and social usefulness) in implementing successful virtual communities. Data collected from 198 community members provided support for the model. Results showed that both member satisfaction and a sense of belonging were determinants of member loyalty in the community. Additionally, information and system quality were found to affect member satisfaction, while trust influenced the members’ sense of belonging to the community. Finally, the findings provided understanding of the factors that measured virtual community success. Implications of my study are discussed.     

In justice we trust: Exploring knowledge-sharing continuance intentions in virtual communities of practice

Knowledge has become the key to success in the global knowledge economy, not only for organizations, but also in virtual communities of practice (VCoPs). The major challenge in sustaining a VCoP is acquiring knowledge spontaneously from members. This challenge leads to our research question: what encourages VCoP members to voluntarily and continuously help one another through continuous knowledge-sharing? In this study, we integrate three research streams—justice, trust, and organizational citizenship behaviors (OCB)—into one model in order to analyze the antecedents of knowledge-sharing continuance intentions in VCoPs. Our model theorizes that the four dimensions of justice (i.e., distributive, procedural, interpersonal, and informational justice) affect two different referents of trust (i.e., trust in members and trust in management). We further link these trust constructs to altruism (i.e., OCB directed to the individual) or conscientiousness (i.e., OCB directed to the organization), which in turn effect the knowledge-sharing continuance intentions in VCoPs. This hypothetical model is empirically validated using data collected from 142 members of an IT-oriented VCoP in Taiwan. Our integrated model has been helpful in VCoP research as it broadens our theoretical understanding of knowledge-sharing continuance intentions.