There are now many virtual worlds in existence, a number of which have built considerable user
bases. However, there is little empirical evidence to suggest what factors underpin their continued
usage and success. This study set about determining why users continue to use virtual worlds, using
the example of the popular virtual world of Second Life. The study adopts continuance theory and
extensions to the basic model to examine the effects of enjoyment, habit and absorption. The results
(n=339) suggest that continuance intention is driven by perceived usefulness, habit, absorption and
enjoyment, which together provide a comprehensive explanation for virtual world behaviour
=0.565). Interestingly, satisfaction did not appear to play a direct strong role in determining
intentions. The paper rounds off with conclusions and implications for future research and practice in
this very new area of inquiry.
Barnes, S, "Towards a service governance framework for the internet of services" (2009). ECIS 2009 Proceedings. 185.