The popularity of social virtual worlds (SVWs) stems from the proficiency of designing appealing
activities. In a volitional use context, hedonic outcomes, such as pleasure and enjoyment, along with
social interactivity are fundamental attitudinal beliefs fostering the success of SVW. As such, the
attitudinal beliefs affecting attitude toward using SVWs with multiple functions is worth studying. The
practitioners should however focus on the actual behavioural success factors beyond using SVWs.
Using Habbo as an example, this study paper develops a research framework and examines how
attitude toward using SVWs mediates Habbo goers’ attitudinal beliefs on the actual behavioural
incentives. Based on a review of prior literature a decomposed theory of planned behaviour suggested
by Taylor and Todd (1995) is employed. The research model is tested with data collected from 1225
active Habbo goers. The main findings of the study suggest that while the Habbo goers desire for
social interaction within Habbo the construct of attitude toward using the service fails to reflect it.
This indicates that following the omission of discovering the proper attitudinal beliefs behind the
actual behavioural factors investments may well be lost
Merikivi, Jani, "What Habbo Goers Do in Practice? Decomposing Attitudinal Beliefs." (2009). ECIS 2009 Proceedings. 86.