Understanding use continuance in virtual worlds: Empirical test of a research model

@article{Barnes2011UnderstandingUC,
  title={Understanding use continuance in virtual worlds: Empirical test of a research model},
  author={Stuart J. Barnes},
  journal={Information & Management},
  year={2011},
  volume={48},
  pages={313-319}
}
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… CONTINUE READING

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