Understanding use continuance in virtual worlds: Empirical test of a research model
We decided to examine why people continue to use virtual worlds by studying a real example: the popular virtual world of Second Life. This involved building and testing a model of virtual worlds based on habit from both the habit/automaticity and instant automaticity perspectives, the latter based on utilitarian and hedonic goals. The results (for a sample of 339 users) suggested that continuance intention for the virtual world was driven by perceived usefulness, enjoyment, and both perspectives of automatic behavior, which together provide considerable explanatory power for both habit and continuance intention. We conclude with implications for practice in this new area of inquiry.
virtual world second life habit utilitarian hedonic continuance intention automatic behavior