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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
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Article

Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment

by
Heikki Karjaluoto
and
Matti Leppäniemi
Jyväskylä University, School of Business and Economics, Jyväskylä, Finland
J. Theor. Appl. Electron. Commer. Res. 2013, 8(1), 1-16; https://doi.org/10.4067/S0718-18762013000100002
Submission received: 2 May 2012 / Accepted: 30 November 2012 / Published: 1 April 2013
Versions Notes

Abstract

This study develops a framework for understanding user intentions and behaviors within a virtual world environment. The proposed framework posits that the intention to participate in virtual world is defined by a person’s 1) social identity, 2) attitude toward using the service, 3) subjective norms, 4) attitude toward advertising on the service and 5) enjoyment. The proposed model is tested using data (n=319) from members of the virtual world environment. The results support the multidimensional view of social identity and show a strong positive association between social identity and intention and social identity and behavior, and further, confirm the intention-behavior link. Moreover, the results indicate that social identity outweighs the significance of a person’s attitude and relevant subjective norms in explaining intention and behavior. The results also indicate that enjoyment strongly explains both ease of use and attitude.
Keywords: Social identity; Virtual world; Experiential service; Enjoyment; Intention Social identity; Virtual world; Experiential service; Enjoyment; Intention

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MDPI and ACS Style

Karjaluoto, H.; Leppäniemi, M. Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment. J. Theor. Appl. Electron. Commer. Res. 2013, 8, 1-16. https://doi.org/10.4067/S0718-18762013000100002

AMA Style

Karjaluoto H, Leppäniemi M. Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment. Journal of Theoretical and Applied Electronic Commerce Research. 2013; 8(1):1-16. https://doi.org/10.4067/S0718-18762013000100002

Chicago/Turabian Style

Karjaluoto, Heikki, and Matti Leppäniemi. 2013. "Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment" Journal of Theoretical and Applied Electronic Commerce Research 8, no. 1: 1-16. https://doi.org/10.4067/S0718-18762013000100002

APA Style

Karjaluoto, H., & Leppäniemi, M. (2013). Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 1-16. https://doi.org/10.4067/S0718-18762013000100002

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