Impact of similarity between avatar and their users on their perceived identifiability: Evidence from virtual teams in Second Life platform

Research on the application of avatars in the virtual teams is growing. In this study, we examined the effect of perceived similarity of an avatar user with his/her avatar on the perceptions of his/her identifiability within a virtual team. The study utilized a sample of 124 users actively involved in Second Life, a virtual world platform. Results of structural equation modeling utilizing the partial least squares method corroborate the hypothesis. An important contribution of this research is to inform practitioners about the critical role that users’ similarity with the avatar plays in enhancing their identifiability. We draw conclusions based on the result and identify some important avenues for future research.     

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.     

Learning in serious virtual worlds: Evaluation of learning effectiveness and appeal to students in the E-Junior project

The objective of this study is to present and to evaluate the E-Junior application: a serious virtual world (SVW) for teaching children natural science and ecology. E-Junior was designed according to pedagogical theories and curricular objectives to help children learn about the Mediterranean Sea and its environmental issues while playing. In this study, we present data about the E-Junior evaluation. A class in a serious virtual world (virtual group) was compared with a traditional type of class (traditional group) that contained identical learning objectives and contents but lacked a gaming aspect. Data collection consisted of quantitative and qualitative measures on a sample of 48 children. With regards to learning effectiveness, the results showed that the serious virtual world does not present statistically significant differences with the traditional type of class. However, students from the virtual group reported enjoying the class more, being more engaged, and having greater intentions to participate than students from the traditional group. The plausible explanation for this can be found in the qualitative data. The implications of these results and improvement proposals are also discussed in this work.     

Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value,hedonic value and perceived risk

Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the repeat purchase intention of experienced online buyers based on means‐end chain theory and prospect theory. In the research model, both utilitarian value and hedonic value are hypothesised to affect repeat purchase intention positively. Perceived risk is hypothesised to affect repeat purchase intention negatively and moderate the effects of utilitarian and hedonic values on repeat purchase intention. Utilitarian value is proposed as a formative second‐order construct formed by product offerings, product information, monetary savings and convenience. Hedonic value is also proposed as a formative second‐order construct formed by the six hedonic benefits that have been identified in prior research. Data collected from 782 Yahoo!Kimo customers provide strong support for the research model. The results indicate that both the utilitarian value and hedonic value are positively associated with buyers' repeat purchase intention. A higher level of perceived risk reduces the effect of utilitarian value and increases the effect of hedonic value on repeat purchase intention. Implications for theory and practice and suggestions for future research are provided.