Purchase behavior in virtual worlds: An empirical investigation in Second Life

Yue Guo, Stuart Barnes

Research output: Contribution to journalArticlepeer-review

174 Citations (Scopus)


Virtual worlds are an emerging online transaction context in which millions of players around the world participate and trade virtual items with one another. However, little research has been conducted into purchase behavior in this new context. To address this gap, we developed and tested a conceptual model of purchase behavior in virtual worlds using a combination of existing and new constructs. An online survey was conducted within Second Life (n = 250) and tested using structural equation modeling. We conclude with implications for practice and research limitations.
Original languageEnglish
Pages (from-to)303-312
Number of pages10
JournalInformation and Management
Issue number7
Publication statusPublished - 1 Oct 2011


  • PLS
  • Purchase behaviour
  • Second Life
  • Structural equation model
  • Virtual world
  • Virtual worlds
  • Interactive computer graphics
  • Social networking (online)
  • Virtual reality
  • Sales

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