Understanding use continuance in virtual worlds: Empirical test of a research model

Stuart Barnes

Research output: Contribution to journalArticlepeer-review

130 Citations (Scopus)


We decided to examine why people continue to use virtual worlds by studying a real example: the popular virtual world of Second Life. This involved building and testing a model of virtual worlds based on habit from both the habit/automaticity and instant automaticity perspectives, the latter based on utilitarian and hedonic goals. The results (for a sample of 339 users) suggested that continuance intention for the virtual world was driven by perceived usefulness, enjoyment, and both perspectives of automatic behavior, which together provide considerable explanatory power for both habit and continuance intention. We conclude with implications for practice in this new area of inquiry.
Original languageEnglish
Pages (from-to)303-312
Number of pages10
JournalInformation and Management
Issue number8
Publication statusPublished - Nov 2011


  • Automatic behavior
  • Continuance intention
  • Habit
  • Hedonic
  • Second Life
  • Utilitarian
  • Virtual world

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