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Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities
تاثیرات تعاملی متغیرهای فردی و گروهی روی رفتار خرید مجازی در جوامع آنلاین-2018 Focusing on social network theories, we examine the interactive influence of both group-level (i.e. community influences) and individual-level variables (intrinsic and extrinsic motivations) simultaneously as the drivers of Massively Multiplayer Online Role-Playing Game (MMORPG) players’ virtual purchase behavior. We demonstrate that several aspects of real-world behavior are reflected in virtual purchase behavior. Notably, normative interpersonal influences and community identity are critical drivers and moderators of virtual purchases. Moreover, clear advancement and enjoyment opportunities offer important triggers for virtual purchase behavior. This study provides insights for game developers to increase virtual purchases, and identifies domain-specificity of each gaming platform.
keywords: Virtual consumption |Massively multiplayer online role-playing games |Social network theory |Online communities |Extrinsic and intrinsic motivation |Structural equation modeling |
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