Continued Social Virtual World Use Among Teens: Examining the Moderating Role of Perceived Network Exposure

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1 Continued Social Virtual World Use Among Teens: Examining the Moderating Role of Perceived Network Exposure Matti Mäntymäki University of Turku Turku School of Economics A.K.M. Najmul Islam University of Turku Turku School of Economics Abstract Millions of young people engage themselves in virtual worlds. Due to intensifying competition, retaining the existing users is a key business challenge. Prior research has shown that network externalities play a focal role in the adoption of communication technologies. However, very limited research has examined the role of network externalities in continued IT usage in general or with respect to virtual world participation in particular. To fill in this gap in the literature, we introduce the concept of perceived aggregate network exposure (PANE). We position PANE as a moderator in the IS continuance model. We test the model with a data collected from 2,134 Finnish Habbo Hotel users and employ structural equation modeling in the analysis. The results indicate that perceived network externalities moderate the influence of motivational factors on continued use intention. 1. Introduction User participation in virtual worlds has mushroomed in the recent years. Today, the majority of virtual worlds are targeted for users aged between 5 and 15 years old who also constitute the majority of the altogether over 1.4 billion registered users [1]. For example, world s largest virtual world for young people, Habbo Hotel has 268 million registered users in 150 countries. 1 Virtual worlds can be classified into gaming worlds and social virtual worlds (SVWs) [2]. In contrast with gaming worlds, SVWs do not have narrative goals or level-ups. The attraction of SVWs lies within the interactive in-world social setting [2; 3]. Hence, we define SWVs as persistent computermediated 3D environments, designed for social 1 interaction and entertainment, where the users are represented as avatars [3; 4]. The virtual world business is facing increasing competition due to the number of services but also other social media services fighting from the time or young people (and often their parents money). To materialize the benefits from continued usage [5; 6; 7; 8], retaining the users in this business environment represents a key managerial challenge in the virtual world business. Prior information systems (IS) literature has examined the continued IT usage, often referred to as IS continuance [6], in a number of settings, including SVWs [2; 9; 10; 11]. The term continuance was coined to address the distinction between the initial acceptance of a technology and continued usage [6]. SVWs are largely used as venues for social interaction and communication. Thus, their value is essentially dependent on the presence and activities of other users and the accruing network externalities, i.e. the utility that a user derives from consumption of a good increases with the number of other agents consuming the good [27]. However, despite few exceptions [3] prior virtual world research focusing on the role of network effects in usage behavior has remained scant. Moreover, albeit other users have been found to influence individuals decisions on technology adoption via various mechanisms [12; 13], the IS continuance literature has paid surprisingly little attention to the potential role and nature of network externalities. In particular, prior research has not examined how the network externalities affect the relationships between beliefs, satisfaction and continuance intentions. Investigating this issue is important since the size one s network does not mechanistically increase the users satisfaction with the service, or the perceived value in all circumstances. For example, the presence of other users may not play such a central role when the user is interested in the features that do not require the presence of other users. Additionally, the presence of other users can be

2 embedded in the cognitive processes leading to continued usage. To fill in this gap, we empirically examine the role of perceived network effects in continued SVW use. We introduce the concept of perceived aggregate network exposure (PANE). We use the expectationconfirmation theory (ECT) based IS continuance model [6] as the theoretical framework of the study. To better accommodate the characteristics of the SVW use context, the IS continuance model is complemented with perceived enjoyment. We position PANE as a moderator in the extended IS continuance model. We test the model with a data collected from 2,134 Finnish Habbo Hotel users employing structural equation modeling. As a result, we contribute to the research on virtual world adoption and use and the research on continued IT use. The paper is structured as follows: after the introduction the IS continuance model is presented, followed with a review of literature on network externalities in technology adoption. In the third chapter, the research model and hypotheses are presented. Chapter 4 presents the empirical research. In Chapter 5, we conclude by discussing the theoretical and managerial implications of the study as well as unveiling the key limitations and areas for future inquiry. 2. Theoretical background 2.1. IS continuance The IS continuance model was developed from the Expectation-Confirmation Theory (ECT) [14] by Bhattacherjee [6] and has thereafter gained prominence in explaining continued IT usage in a wide range of settings [15; 16; 17]. The foundation of IS continuance model, the ECT has been extensively used to explain consumers satisfaction and repurchase decisions in a variety of post-purchase contexts [6; 14; 18] The ECT posits that a consumer s level of satisfaction with a product or service determines his/her re-purchase intention. The consumer s level of satisfaction with the product or service is determined by the consumer s initial expectations (pre-purchase expectations) on a product or service, and discrepancies between expectations and product or service performance (disconfirmation). Even before the purchase decision, a consumer develops expectations about the product or service. After the purchase has been made, the consumer gains experience from using the product/service and thereof develops perceptions about its performance. This leads to the consumer either confirming or disconfirming the pre-purchase expectations, after assessing perceived performance against the earlier frame of reference. The consumer s expectations are confirmed when the product/service performs as expected; negatively disconfirmed when it performs worse than expected; and positively disconfirmed when it performs better than expected [18]. Adapted from ECT, the IS continuance model asserts that users continued IS usage decision is similar to customers repurchase decisions because both decisions follow an initial acceptance or purchase decision, are influenced by the initial use and experience of an IS or product, and can potentially lead to ex post reversal of the initial decision [6]. The IS continuance model addressed the distinction between initial acceptance and continued usage. Consequently, the IS continuance model posits that users after the first time acceptance and a period of initial use will form an opinion on whether their pre-acceptance expectations are confirmed or disconfirmed (confirmation). Based on this confirmation, the users will form an opinion about the benefits (perceived usefulness). After a period of time, both confirmation and perceived usefulness will form the basis of users satisfaction with the IS (satisfaction). Finally, perceived usefulness and satisfaction will impact on users willingness to continue using the IS (continuance intention) [5; 6]. Several extensions have been proposed to the original IS continuance model since its introduction [15; 16; 17; 19; 20]. Perceived ease of use and perceived enjoyment are the most commonly used variables that have been used to extend the IS continuance model [21]. Perceived enjoyment is considered as an important factor to shape users IS continuance intention with hedonic systems [15]. SVWs offer a wide range of content and features such as in-world games, events and contests to fulfill the users hedonic needs. Hence, we employ the IS continuance model with perceived enjoyment [15]. Moreover, given the nature of SVWs as hedonic and social IS, the potential utility derived from system usage is likely to fall out of the limits of enhancing one s job performance [22] but to be related to social interaction and communication. The research constructs with and their definitions are presented in Table 1.

3 Table 1. The Core constructs and their definitions Core Definition construct Confirmation Users perception of the congruence (CON) between expectation of use of the IS and its actual performance [6]. Satisfaction Users affect with (feelings about) (SAT) prior use of the IS [6]. IS continuance intention (CI) Perceived usefulness (PU) Perceived enjoyment (PE) Users intention to continue using the IS [6] User s subjective probability that using the IS will offer gains in his or her social interaction [22; 23] The extent to which using IS is perceived enjoyable in its own right [24]. The relationships between the constructs presented in Table 1 are illustrated in Figure 1. CON PU PE SAT CI Figure 1. The IS Continuance model extended with perceived enjoyment Network externalities in technology adoption Different theoretical perspectives have been advanced in the technology adoption literature to investigate how the IT usage of other people affects individual s decision to adopt the IT [13; 25; 26]. Network externalities have been empirical proven to influence the value and diffusion of communication technologies [25]. This is reflected in Metcalfe s law that postulates that the value of a telecommunications network is proportional to the square of the number of connected users [28]. Based on the body of knowledge on network externalities, it is plausible to assume that a SVW as communication technology can be influenced by network externalities. However, a clear exponential relationship between the number of users and the value of the communication technology does not automatically hold in all circumstances. The critical mass reflects the threshold after which a technological innovation has received a number of users required to become self-sufficient [26]. Evaluating whether this threshold has been obtained may possess challenges for an individual user. Thus, people tend to rely on their perceptions of the extent of the usage rather than factual evidence [12]. Hence, visible usage of other people positively affects the decisions to adopt the technology [29; 30]. In virtual worlds, users are presented as avatars that interact in a collective 3D space. Thus, the presence of other users and their usage are clearly visible. In addition to the increased value stemming from network externalities, people have a tendency to adapt their behavior based on the behavior of others. This phenomenon, referred to as the bandwagon effect has been reported to operate also with innovation diffusion [31]. Due to their tendency to follow fads and fashion, young people are generally more prone to become subjects of bandwagon effects [32]. Thus, for an individual user, the network effect can be a result of different simultaneous cognitive processes. Finally, as addressed by Lin & Bhattacherjee [33] the value of interactive digital technologies is more dependent upon the presence of relevant people,.i.e. the user s personal network, than the network size in general. From a sociological perspective this can be explained by the concept of homophily, i.e. the tendency to bond and associate with individuals with whom one perceives similarity [34]. Prior evidence from computer-mediated communication shows that interaction that involves the use of IT is likely to occur with key interpersonal relationships [35]. Furthermore, the offline and online lives of young people have been found to be integrated so that Internet is widely used to maintain offline social relationships [36]. While the presence of other people in general may be sufficient in the trial stage of one s SVW usage, the presence of one s key referents becomes important when one is decided whether to continue the usage or not. It is hence plausible to interpret that with respect to continued SVW usage, network externalities stem particularly from the presence of one s key social network in the SVW. As a result, we synthesize these theoretical perspectives and expand upon constructs from the prior literature such as perceived critical mass [37], perceived network size [33] and perceived visibility [30]. We empirically examine the subjective evaluation of the presence of the users significant others in the SVW as the principal source of network externalities. Thus, we do not focus on the different types of network externalities but the network that is required for the externalities to occur. The respective construct is named accordingly perceived aggregate network exposure (PANE) and

4 defined as an individual s perception of the degree to which the people from different referent groups are present in the SVW. PANE captures the perception of the extent to which the innovation is used among certain specific referent groups such as friends and peers as well as an overall evaluation of the degree of usage among one s significant others. 3. Research model and hypotheses Prior literature offers evidence that the number and presence of other users influences e.g. the perceived usefulness and enjoyment of communication technologies [3; 23; 38; 39]. However, we hold that an individual with a less extensive social circle (i.e. low PANE) may nevertheless feel the system is useful and enjoyable, and consequently intend to continue using it. In fact, one might even find the system useful or enjoyable without considering whether his peers use it or not. For example, one might use an SVW to make new friends outside of his everyday environment and social setting. As a result, we argue that PANE does not necessarily have a direct on perceived usefulness or enjoyment but manifests itself embedded in the belief structure. Thus, it is logical to assume that PANE moderates the relationships between beliefs, satisfaction and behavioral intention. Based on these arguments, we place PANE as a moderator in the extended IS continuance model. The research model is presented in Figure 3. CON PU PE PANE SAT Figure 2. The Research model The IS continuance model places satisfaction as a determinant of behavioral intention [6; 15]. Based on the evidence from referent technologies such as instant messaging [33; 40] and social networking sites [38], we hold that an extensive social circle in the service generally increases the potential to use the SVW for hedonic and utilitarian purposes. This, in turn, is likely to lead into a positive overall CI evaluation of using the SVW. As a result, we interpret that PANE reinforces the role of satisfaction as a predictor of continuance intention and hypothesize: H1: The influence of satisfaction on continuance intention is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. The IS continuance model posits that perceived usefulness predicts satisfaction and continuance intention [6]. Social interaction and communication have been found to be key affordances driving SVW usage [41]. In general, a large number of friends and peers involved in the platform offers more opportunities for social interaction. As a result, it is plausible to assume the relationships between perceived usefulness and satisfaction and continuance intention are positively affected by PANE. Thus, we put forward the respective hypotheses: H2: The influence of perceived usefulness on satisfaction is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. H3: The influence of perceived usefulness on continuance intention is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. Research on social networking sites and instant messaging has found that perceived network externalities influence the hedonic factors driving the usage decisions [38; 40]. Similarly, prior literature offers empirical evidence that the hedonic value of the virtual world is dependent on perceived size of one s in-world social network, i.e. number of friends and peers involved in the platform [3]. Using the SVW for hedonic purposes, such as playing in-world games or participating celebrity visits, does not require the presence of in-world social network in a similar way than using the SVW as a communication tool does. We assume that the hedonic motives play a more important role in predicting continued SVW use and satisfaction for users with a smaller in-world social network. In other words, we assert that the relationship between perceived enjoyment and satisfaction as well as continuance intention is stronger among users experiencing lower levels of PANE. As a result, the respective hypotheses are postulated as follows: H4: The influence of perceived enjoyment on satisfaction is moderated by PANE, such that the effect will be weaker for users perceiving high PANE. H5: The influence of perceived enjoyment on continuance intention is moderated by PANE, such that the effect will be weaker for users perceiving high PANE.

5 Finally, the IS continuance model posits satisfaction and perceived performance (usefulness and enjoyment) to be determined by confirmation [6]. Given that most of the activities in a social virtual world takes place in relation to other users, a large social network is likely increase the number of interaction with other users and thus also increase the amount of information exchanged. The users are likely to utilize this information when evaluating the degree to which the performance of the SVW met their expectations. In other words, a high level of PANE decreases the discrepancies between expectations and performance since users with a large in-world social network are likely to be wellinformed about the features of the SVW and the current social setting. As a result, PANE is likely to help users to form more realistic expectations of the performance of the SVW. Based on these arguments, we hypothesize the following: H6: The influence of confirmation on satisfaction is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. H7: The influence of confirmation on perceived usefulness is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. H8: The influence of confirmation on perceived enjoyment is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. 4. Empirical research 4.1. Data collection and measurement The data was collected through an online survey among the users of the Finnish Habbo Hotel portal in co-operation with Sulake Corporation, the Finnish company that owns and maintains Habbo Hotel. The Finnish portal was selected since it was launched in 2000 and has become popular among Finnish teenagers. Moreover, new features within Habbo are often tested by Finnish users before being launched globally. In contrast to Second Life, Habbo Hotel users log on at a local portal and each portal has its own specific content. Hence, the user experience is, at least to some extent, country-specific. The survey was constructed in English. Prior to the main data collection, the survey instrument was tested with a sample of Canadian Habbo Hotel users to ensure the applicability of the measures. The questionnaire was then translated into Finnish by two IS researchers, both native Finnish speakers. Finally, the questionnaire was double-checked by a qualified translator and employees of Habbo Hotel to ensure that the questions were interpretable for the target audience. The survey instrument is presented in Appendix A. To follow the ethical guidelines for conducting research among minors, the respondents were anonymous also in terms of Habbo Hotel user information. Additionally, the questionnaire did not include questions concerning any potentially sensitive topics. The survey was opened altogether 8,928 times. 3,265 respondents proceeded to the final page and submitted the survey. This yielded a response rate of 36.6 percent. To further ensure the reliability of the results only fully completed questionnaires were included in the analysis. As a result, the final sample consisted of 2,134 responses. The age and gender distribution of the respondents is provided in Table 2. Table 2. The Age and gender distribution Gender Age Count Percent Count Percent Female < ,2 Male > The items for PANE were adopted from Lin & Bhattacherjee [33], except for the fourth item, which was developed to measure the user s subjective evaluation of the most meaningful people being present in the SVW. Except PANE and satisfaction that were measured with a semantic scale, a sevenpoint Likert scale ranging from strongly disagree to strongly agree was used in the measurement. All constructs were modeled using reflective indicators. PANE was modeled as a reflective construct, since dropping one of the measurement items would not change the conceptual domain of the construct. Moreover, in terms of the nomological content of the items, the groups of the items permit overlapping members Data analysis The data was analyzed using structural equation modeling (SEM) with Amos 8.0 software. To assess the model fit and construct reliability and validity, the data analysis began with a confirmatory factor analysis on the measurement model. Maximum likelihood estimation was used, since the data was

6 only moderately non-normal and ML has proven robust with large sample sizes and under conditions of non-normality. Convergent validity indicates the degree to which the items of a scale that are theoretically related are also related in reality. The convergent validity was evaluated based on three criteria: first, all indicator factor loadings should be significant and exceed Second, composite reliabilities should exceed Third, average variance extracted (AVE) by each construct should be greater than the variance due to measurement error (AVE > 0.50). Table 3 illustrates that the data met the criteria for convergent validity. Table 3. Descriptive statistics and convergent validity Item mean Std.dev. loading C.R. AVE PU PU PU PU CON CON CON PE PE PE SAT SAT SAT SAT CI CI CI PANE PANE PANE PANE Once the convergent and discriminant validity were proved to be acceptable, the goodness-of-fit of the CFA model was investigated. All the fit indices for the measurement model demonstrated a good model fit (GFI=0.932; CFI=0.969; TLI=0.963; SRMR=0.046; RMSEA=0.056). Thus, we proceeded to test the structural model. To examine the moderating effects of PANE, first summed the item scores of PANE. Then, we split the sample in two groups using the median of the summed item scores as the threshold. Thereafter, we ran the structural model with both subsamples as well as the whole sample. Chi-square test was used to identify significant differences across the subsamples. The results are presented in Table 5. Table 5. Test of the hypothesized relationships (significant moderating effects in bold) Hypothesis low PANE high PANE whole data SAT CI n.s *** 0.090*** PU SAT 0.068* 0.103** 0.101*** PU CI 0.066* 0.219*** 0.141*** PE SAT 0.639*** 0.356*** 0.493*** PE CI 0.683*** 0.450*** 0.588*** CON SAT n.s *** 0.150*** CON PU 0.594*** 0.610*** 0.655*** CON PE 0.770*** 0.651*** 0.747*** *** p<.0001; ** p<0.01; * p< Results The results offered support for four out of eight hypotheses as Figure 3 illustrates. PANE Discriminant validity reflects whether the items measure the construct in question or other constructs. The AVE for each construct should exceed the squared correlation between that and any other construct [42]. The test for discriminant validity is presented in Table 4 below. CON PU SAT CI Table 4. Squared correlations between constructs (AVEs in the main diagonal) PU PE CON SAT CI PANE PU PE CON SAT CI PANE PE supported not supported Figure 3. Results of the hypotheses testing Contrary to the hypotheses, PANE did not influence either the relationships between

7 confirmation and satisfaction or between confirmation and perceived usefulness and enjoyment. According to the hypotheses, PANE was found to reinforce the link between perceived usefulness and continuance intention but weaken the enjoyment-intention relationship. A detailed summary of testing the hypotheses is presented in Table 6. Table 6. Summary of the hypotheses testing Hypothesis Outcome H1: The influence of satisfaction on Supported continuance intention is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. H2: The influence of perceived Not usefulness on satisfaction is moderated Supported by PANE, such that the effect will be stronger for users perceiving high PANE. H3: The influence of perceived Supported usefulness on continuance intention is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. H4: The influence of perceived Supported enjoyment on satisfaction is moderated by PANE, such that the effect will be weaker for users perceiving high PANE. H5: The influence of perceived Supported enjoyment on continuance intention is moderated by PANE, such that the effect will be weaker for users perceiving high PANE. H6: The influence of confirmation on Not satisfaction is moderated by PANE, supported such that the effect will be stronger for users perceiving high PANE. H7: The influence of confirmation on Not perceived usefulness is moderated by supported PANE, such that the effect will be stronger for users perceiving high PANE. H8: The influence of confirmation on perceived enjoyment is moderated by PANE, such that the effect will be stronger for users perceiving high PANE. Not Supported The results further demonstrate that satisfactionintention relationship was surprisingly weak and not even significant among the low PANE group. The results demonstrate that PANE reinforces the link between satisfaction and continuance intention. The results show that perceived usefulness exerted a relatively small influence on satisfaction as well as continuance intention. PANE was found to reinforce the relationship between perceived usefulness and continuance intention. In contrast, the influence on perceived enjoyment on satisfaction and continuance intention was found to be stronger among the users experiencing low levels of PANE. Thus, the utilitarian motives of usage appear to be more salient among users experiencing a strong network exposure whereas the users with low levels of PANE tend to be more hedonically driven. Taken together, PANE influences the motivational structure underlying the continued SVW usage as well as satisfaction. This can be explained by the fact that primarily hedonic activities such as playing in-world games or participating concerts and other events does not require an extensive in-world social network. On the other hand, using Habbo Hotel for more utilitarian purposes, such as communicating with friends, or getting help with homework, essentially mandate the presence of like-minded other users. In contrast to the key assertions of IS continuance model [6] and findings of prior studies on continued virtual world usage [2], the results show that satisfaction does not drive teenagers SVW participation and that confirmation is a surprisingly weak predictor of satisfaction. 5. Discussion 5.1. Theoretical implications Our study contributes two areas, the research on virtual world usage and the research on IS continuance. With regard to the contribution to virtual world usage, perceived network effects that we captured with PANE tilts the motivational structure underlying the continued SVW usage and satisfaction. The results show that while the continued SVW usage is clearly predominantly hedonically oriented, users with an extensive inworld social network tend to put more emphasis on the utility extracted from the usage. Altogether, examining the moderating role of perceived network externalities as moderators complements the current understanding of virtual world use [3; 9]. Second, contrasting with the results from prior virtual world research [2] we have shown that teenagers continued participation in an SVW is surprisingly weakly determined by satisfaction, regardless the perceived network externalities. This may indicate that the young users ground their evaluation on the perceived utilitarian and hedonic value extracted from the SVW participation, rather than on the aggregated overall evaluation represented by satisfaction.

8 A potential explanation for weak influence of satisfaction is the highly dynamic usage context of SVWs, characterized by a frequent flow of new activities and features introduced by the operator as well as the constantly evolving in-world social setting between the users. Consequently, as our first contribution to IS continuance literature, we propose that satisfaction may be a more powerful predictor of continuance intention in less dynamic use contexts. Second, PANE did not moderate either the influence of confirmation on satisfaction or perceived usefulness and enjoyment. This may indicate that the influence of one s in-word social network is rather realistically incorporated in both the expectations and the performance evaluations. Thus, rather than being a moderator, PANE could be positioned as a determinant of confirmation [11] Implications for practice First of all, the results reveal that the perceived enjoyment is the primary driver of teens sustained SVW participation. Thus, creating an environment that supports enjoyable experience is important. As a result, virtual world operators and system developers should investigate what features, and system characteristics alongside with the attributes of the social context, constitute enjoyment. Second, as confirmation was found to be a very powerful predictor of both perceived enjoyment and usefulness, it is advisable for virtual world operators to put emphasis on ensuring that the overall user experience remains consistent. Third, given that the social context depends not only on the actions of the operator but is essentially co-created by the users, the operator does not have a full control over the user experience. Thus, to maximize users opportunities and ability to effective content creation and hence a stable user experience, it can be advisable for the operators to avoid radical changes in the user interface Limitations and further research Our study is subject to several limitations. First, as our empirical data was collected from one social virtual world and from one country only, the generalizability of the results is evidently limited. Second, due to practical reasons, the data collection was cross-sectional, thus offering only a snapshot of the phenomenon of interest. As IS continuance is essentially something that takes place over time, a longitudinal research setting would enable a more accurate investigation of how the usage de facto continues and evolves. Third, albeit we extended the original IS continuance model with perceived enjoyment to better accommodate the usage context, the belief structure is by no means complete. For example, the user interface of virtual worlds is essentially built on avatar-based navigation and three-dimensional graphical environment. Thus, the user interface may influence the usage decisions and be affected by PANE, since a large number of users in one s inworld social circle likely increases the pace of social interaction and thereof reinforces the importance of usability. We encourage further research on three areas. First, as habit has been found to act as a moderator in the IS continuance model [19], we suggest future research to examine the PANE together with habit as moderators in the IS continuance model. Second, culture has been found to affect individual s decisions on technology usage [43]. A recent meta-analysis of IS continuance literature suggest that part of the flux in the results may be attributable to cultural factors [44]. As a result, we suggest future research to empirically investigate the role of individual-level culture, such as gender and education as well as studies conducted in several countries, to further advance the understanding of the role of culture in IS continuance. With regard to the third and final area of further research, the respondents of this study consisted of digital natives [45], i.e. individuals that have grown up with information technology and have been claimed to perceive e.g. the concepts of privacy and friendships somewhat differently than the older generations [46]. Further research should therefore examine the distinct features of digital natives IT usage behavior [47]. For example, engagement in a social virtual world can offer young people a wide array of potential affordances that range from fulfilling fundamental psychological needs, such as building self-image and social identity, to recreational activities, such as participating celebrity visits and concerts. References [1] M. Wasko, R. Teigland, D. Leidner, and S. Jarvenpaa, "Stepping into the internet: New ventures in virtual worlds", MIS Quarterly, 35(3), 2011, pp [2] Y. Jung, "Understanding the role of sense of presence and perceived autonomy in users' continued use of social virtual worlds", Journal of Computer-Mediated Communication, 16(4), 2011, pp [3] M. Mäntymäki, and J. Salo, "Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo

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