Understanding Key Factors of Users' Intentions to Repurchase and Recommend Digital Items in Social Virtual Worlds

@article{Kim2012UnderstandingKF,
  title={Understanding Key Factors of Users' Intentions to Repurchase and Recommend Digital Items in Social Virtual Worlds},
  author={Byoungsoo Kim},
  journal={Cyberpsychology, behavior and social networking},
  year={2012},
  volume={15 10},
  pages={543-50}
}
Given to the remarkable profitability of digital items in social virtual worlds (SVWs), such as SecondLife, Cyworld, and Habbo Hotel, it has become crucial to understand SVW users' postadoption behaviors toward digital items. This study develops a theoretical framework to examine key antecedents of users' intentions to repurchase and recommend digital items. Data collected from 256 users of digital items were empirically tested against the research model. The analysis results indicate that both… CONTINUE READING