Virtual goods,real goals: Exploring means-end goal structures of consumers in social virtual worlds

The aim of this study is to understand consumer goals for virtual consumption in social virtual worlds. Using a means-end chain approach, interviews with 93 users were analyzed to produce a hierarchical goal map, revealing that virtual consumption enables a diversity of goals beyond the previously identified experiential goals. The article's theoretical contributions include: (1) extending our understanding of user goals/goal relationships for virtual activities and (2) developing virtual liminoid theory, which describes transitions between users’ real-world and virtual identities and virtual consumption as a transition catalyst. The study illustrates the value of a goal focus for future research on user behavior in virtual worlds.     

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.     

Conceptualizing means-end chains of user goals as networks

Goals are desired states that an individual tries to attain. The process of achieving a goal can be represented as interlinked means-end chains of user goals that have been traditionally visualized as hierarchies. Evidence in recent literature suggests that a network structure would be more appropriate and provide insight into a user's process of seeking a goal. We investigated user goal means-end chains for the eBay online auction system, and produced its structure as a goal network. To analyze this network and assess the importance of various goals, social network analysis measures were used (specifically, degree and flow-betweenness centrality). In addition, goal networks for users with low and high IS value were created and differences in goal importance in the two groups were considered. Results revealed that the most important user goals are closely related to key features of the auction system; users with high IS value want to use eBay to buy, sell, and bid for products, while users with low IS value seem to avoid using eBay because of uncertain price bidding. As such, the results of our study suggest that differences in IS value may be due to differences in IS usage. IS designers, marketers, and providers of online auction system can use our findings to design and promote better systems for their users.     

Exploring factors of media characteristic influencing flow in learning through virtual worlds

This study aims to find out factors of media characteristic which are considered to influence flow in learning through virtual worlds. One hundred ninety eight elementary students who are eleven to twelve years old participated in this study. After the exploratory factor analysis, to extract media characteristics of virtual worlds, seventy-eight elementary students who are eleven years old were used in the analysis of exploring relationships between factors influencing flow.     

Creating ambient music spaces in real and virtual worlds

Sound and, specifically, music is a medium that is used for a wide range of purposes in different situations in very different ways. Ways for music selection and consumption range from completely passive, almost unnoticed perception of background sound environments to the very specific selection of a particular recording of a piece of music with a specific orchestra and conductor at a certain event. Different systems and interfaces exist for the broad range of needs in music consumption. Locating a particular recording is well supported by traditional search interfaces via metadata. Other interfaces support the automatic creation of playlists via artist or album selection, up to more artistic installations of sound environments that users can navigate through. In this paper we present a set of systems that support the creation of as well as the navigation in musical spaces, both in the real world as well as in virtual environments. We show common principles and point out further directions for a more direct coupling of the various spaces and interaction methods, creating ambient sound environments and providing organic interaction with music for different purposes.

Decision-making in-socio and in-situ: Facilitation in virtual worlds

Past research suggests that “situatedness”, i.e. the context, as well as the social interaction that occurs within it, play an important role in cognitive processes such as learning and decision-making. Thus far, IT tools have been limited in the level and type of situatedness they facilitate. The advent of virtual worlds has changed this. Virtual worlds provide open, three-dimensional platforms for creating and designing real life-like spaces; they also allow for interaction between users in the form of “avatars” in that space. This research study focuses on virtual worlds as platforms for learning and decision-making. We propose a model that explains how individuals in a group learn and make decisions through a process that is influenced by the two unique characteristics of virtual worlds that enable situatedness: the facilitation for designing real life-like spaces, and the facilitation of rich many-to-many interactions.We draw on theories of situated cognition, social cognition, and flow to explicate the influence of these characteristics on the process of learning and decision-making. Data was collected by means of a quasi-experiment in Second Life (SL). Results from this study extend and validate the predictions of situated theories of decision-making within the context of a virtual world environment and suggest guidelines for practitioners who wish to use such environments to support organizational learning and decision-making. Perhaps the most compelling of these is to focus on maximizing the immersion of the individual in the activity by stimulating his or her perceptions of others and activity-related cues in the environment.     

A declarative approach to procedural modeling of virtual worlds

With the ever increasing costs of manual content creation for virtual worlds, the potential of creating it automatically becomes too attractive to ignore. However, for most designers, traditional procedural content generation methods are complex and unintuitive to use, hard to control, and generated results are not easily integrated into a complete and consistent virtual world.We introduce a novel declarative modeling approach that enables designers to concentrate on stating what they want to create instead of on describing how they should model it. It aims at reducing the complexity of virtual world modeling by combining the strengths of semantics-based modeling with manual and procedural approaches. This article describes two of its main contributions to procedural modeling of virtual worlds: interactive procedural sketching and virtual world consistency maintenance. We discuss how these techniques, integrated in our modeling framework SketchaWorld, build up to enable designers to create a complete 3D virtual world in minutes. Procedural sketching provides a fast and more intuitive way to model virtual worlds, by letting designers interactively sketch their virtual world using high-level terrain features, which are then procedurally expanded using a variety of integrated procedural methods. Consistency maintenance guarantees that the semantics of all terrain features is preserved throughout the modeling process. In particular, it automatically solves conflicts possibly emerging from interactions between terrain features.We believe that these contributions together represent a significant step towards providing more user control and flexibility in procedural modeling of virtual worlds. It can therefore be expected that by further reducing its complexity, virtual world modeling will become accessible to an increasingly broad group of users.     

Griefing in virtual worlds: causes, casualties and coping strategies

A virtual world is a computer-simulated three-dimensional environment. They are increasingly being used for social and commercial interaction, in addition to their original use for game playing. This paper studies negative behaviour, or 'griefing', inside one virtual world through a series of observations and focus groups with users. Data were collected to identify griefing behaviours and their impact, examine why griefing happens and who the likely targets and perpetrators are, and suggest strategies for coping with it. Findings show that griefing behaviour is common. It is defined as unacceptable, persistent behaviour and is typically targeted at inexperienced residents by those with more knowledge of the virtual world. Community and individual coping strategies are identified and discussed.     

Virtual worlds — past, present, and future: New directions in social computing

Virtual worlds, where thousands of people can interact simultaneously within the same three-dimensional environment, represent a frontier in social computing with critical implications for business, education, social sciences, and our society at large. In this paper, we first trace the history of virtual worlds back to its antecedents in electronic gaming and on-line social networking. We then provide an overview of extant virtual worlds, including education-focused, theme-based, community-specific, children-focused, and self-determined worlds – and we analyze the relationship among these worlds according to an initial taxonomy for the area. Recognizing the apparent leadership of Second Life among today's self-determined virtual worlds, we present a detailed case study of this environment, including surveys of 138 residents regarding how they perceive and utilize the environment. Lastly, we provide a literature review of existing virtual world research, with a focus on business research, and a condensed summary of research issues in education, social sciences, and humanities.     

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.     

Predicting users' return to virtual worlds: a social perspective

Virtual worlds or three‐dimensional computer‐based simulated environments have received considerable attention as platforms for entertainment, education and commerce. In contrast to a web site, for example, where a user interacts with a two‐dimensional site, virtual worlds provide a platform in which users can interact with other individuals, sometimes including strangers, within three‐dimensional environments. Virtual worlds afford a form of ‘socialness’ unlike many other technologies, often motivating a user – by virtue of these social experiences – to return. Drawing on the Spatial Model of Interaction and Awareness‐Attention Theory, we demonstrate that besides social aspects, which include social awareness and social perception, flow experience, which is the mental state of being fully absorbed and somewhat lost in time, is an essential ingredient in an individual's decision to return to a virtual world. We also demonstrate how characteristics of the technology are linked to the social aspects experienced in virtual worlds. A laboratory study conducted in a virtual world, Second Life, supports our assertions and identifies state predictors of flow that influence individuals' intentions to return to the virtual world environment.     

Virtual research assistants: Replacing human interviewers by automated avatars in virtual worlds

We conducted an experiment to evaluate the use of embodied survey bots (i.e., software-controlled avatars) as a novel method for automated data collection in 3D virtual worlds. A bot and a human-controlled avatar carried out a survey interview within the virtual world, Second Life, asking participants about their religion. In addition to interviewer agency (bot vs. human), we tested participants’ virtual age, that is, the time passed since the person behind the avatar joined Second Life, as a predictor for response rate and quality. The human interviewer achieved a higher response rate than the bot. Participants with younger avatars were more willing to disclose information about their real life than those with older avatars. Surprisingly, the human interviewer received more negative responses than the bot. Affective reactions of older avatars were also more negative than those of younger avatars. The findings provide support for the utility of bots as virtual research assistants but raise ethical questions that need to be considered carefully.     

Understanding affective commitment in social virtual worlds: The role of cultural tightness

Understanding how cultural differences affect the formation of users’ affective commitment (ACO) to social virtual world (SVW) services is a critical but understudied issue. Using a novel, norm-based cultural approach, we introduce cultural tightness (CT) to capture cultural differences in users’ collective environment and postulate a model that investigates the contingent effects of CT on the relationships between ACO and its drivers. A two-level analysis of survey data gathered from 400 field users of an influential SVW service and secondary data of CT reveals that the effects of satisfaction, calculative commitment, and subjective norm on ACO are contingent on CT.     

Enhancing the experience of 3D virtual worlds with a cartographic generalization approach

In this work we propose a new approach for fast visualization and exploration of virtual worlds based on the use of cartographic concepts and techniques. Versions of cartographic maps with different levels of details can be created by using a set of operations named cartographic generalization. Cartographic generalization employs twelve operators and domain-specific knowledge, being the contribution of this work their transposition to 3D virtual worlds. The architecture of a system for 3D generalization is proposed and the system is implemented. Differently from traditional cartographic processes, we use artificial intelligence for both selecting the key objects and applying the operators. As a case study, we present the simplification of the historical quarter of Recife (Brazil).     

Churn prediction and social neighbour influences for different types of user groups in virtual worlds

In virtual worlds (VWs), users have more VW games alternatives, whereas VW companies consequently suffer from high customer turnover rate and low customer loyalty. Therefore, building a churn prediction model to facilitate subsequent churn management and customer retention is important. The churn behaviours and the impact of social neighbour influences to customer churn may be different for different types of users. Accordingly, we segment users into stable, unstable, and solitary user groups according to their social contact behaviours in VWs. Novel segmentation‐based churn prediction approaches are proposed for churn prediction in VWs by building prediction models for each type of user groups and considering the effect of social neighbour influences for different user groups. The proposed approaches are evaluated by conducting experiments with a dataset collected from a VW platform. The experimental results show different churn prediction performances under different user groups. The segmentation‐based churn prediction approaches perform better than do general approaches without considering user groups. Moreover, the results also reveal that social neighbour influences have a positive impact on stable and unstable users. The proposed work contributes to investigating the social neighbour influences on churn prediction for different types of user groups in VWs.     

MaDViWorld: a software framework for massively distributed virtual worlds

The MaDViWorld project represents an original attempt to define an appropriate software architecture for supporting massively distributed virtual world systems. A non‐massively distributed virtual world system is typically engineered as a client–server application for which a single server or more rarely a small cluster of servers contain all the world pertinent data and assume the world accessibility, consistency and persistence. On the client side, many of them enable interaction with the other users and the various objects of the world. The main originality of our approach resides in the fact that the server part of the proposed system is no more limited to a few centralized servers, but can be distributed on arbitrarily many of them. Indeed, MaDViWorld, the prototypal software framework already implemented using Java and RMI by our group, allows for creating the rooms of a given world on several machines, each running the server application. It is then possible to connect the rooms by way of simple doors and to populate them with active objects. Finally, avatars managed by the client application visit the rooms and interact with the active objects either directly on the remote host or locally by cloning or transporting them first to the client machine. This paper draws from the experience gained with the development of our first prototype in order to discuss, both at the user's and the vi‐world developer's level, the main software engineering issues related to the implementation of such massively distributed virtual world systems. Copyright © 2002 John Wiley & Sons, Ltd.     

Identifying an appropriate pedagogy for virtual worlds: A Communal Constructivism case study

As increasing numbers of educators explore the use of virtual worlds for education, there is a need to consider which pedagogical approaches can provide an opportunity to do more than recreate the traditional classroom by leveraging the unique characteristics and potential that the technology can offer. This study identifies Communal Constructivism as a potentially appropriate pedagogy for use in the virtual world Second Life. Five groups of learners took part in a learning experience specifically designed to provide opportunity for the features of Communal Constructivism to emerge through the affordances of the technology. The chat logs, learning artefacts, post-activity semi-structured interviews and researcher’s observations from each of the five groups were analysed to explore participants’ experiences and both the operation and outcome of the pedagogy in action. Findings from the qualitative analysis of the data sets indicate that learners collaboratively constructed knowledge for themselves as a group and for others, as the features of the pedagogy emerged.     

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.     

Creating convivial affordances: A study of virtual world social movements

The study of technology and societal challenges is a growing area in information systems research. This paper explores how social movements can use virtual worlds to raise awareness or create safe spaces for their members. As social movements move into virtual worlds, the technical environment becomes more important. This paper presents an interpretive field study using netnographic research and empirical data from a study of a lesbian, gay, bisexual, and transgender social movement in World of Warcraft. This paper takes the position that an understanding of affordances is required for users to be able to create convivial outcomes to shape the use of virtual worlds for their own goals and intentions. The paper presents the concept of convivial affordances, which brings together the theories of affordances and conviviality, and suggests that social users can shape IT artefacts through a creative combination of affordances for their specific goals, and with community involvement.     

Understanding users’ motivations to engage in virtual worlds: A multipurpose model and empirical testing

Despite the growth and commercial potential of virtual worlds, relatively little is known about what drives users’ motivations to engage in virtual worlds. This paper proposes and empirically tests a conceptual model aimed at filling this research gap. Given the multipurpose nature of virtual words the model integrates extrinsic and intrinsic motivation as behavioral determinants. By making use of the literature on information system value and motivation theory four important system-specific virtual world characteristics (economic value, ease of use, escapism, visual attractiveness) are added as motivational drivers. Using structural equation modeling on a sample of 846 users of the virtual world Second Life the hypotheses were tested. The results support the model; they confirm the role of extrinsic and intrinsic motivation as behavioral determinants and show how and to what extent the four system-specific elements function as motivational basis. Implications for research and practice are discussed.