Understanding factors affecting consumer intention to shop in a virtual world

Tanya Domina, Seung Eun Lee, Maureen MacGillivray

Research output: Contribution to journalArticlepeer-review

66 Scopus citations

Abstract

The objectives of this study were to understand that factors affecting consumer intention to shop in a virtual world and to analyze the relationships among these factors. Particularly, this study explored consumer innovativeness (consumer novelty seeking, consumer independent judgment making) as an external variable that influences consumer intention indirectly through its effects on consumer experiences with the virtual world application (ease of use, control, concentration, enjoyment). The findings indicated that consumers' perceived enjoyment and control positively influenced their shopping intentions. While consumer novelty seeking had no significant effect on shopping intention consumer independent judgment making significantly affected consumers' intention to shop in a virtual world indirectly through its positive effects on perceived control, enjoyment, and ease of use.

Original languageEnglish
Pages (from-to)613-620
Number of pages8
JournalJournal of Retailing and Consumer Services
Volume19
Issue number6
DOIs
StatePublished - Nov 2012

Keywords

  • Consumers' shopping intentions
  • Second Life
  • Virtual world

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