This study reports an attempt to enhance our understanding of the reasons behind virtual world usage.
By providing a mixture of utilitarian and hedonic value, virtual worlds represent an emerging class of
multipurpose information systems (MPIS). Previous research seems to fall short in explaining MPIS
adoption, especially since key extrinsic and intrinsic motivators are not considered. Drawing upon IT
adoption research, motivation theory and the consumer behavior literature, this research extends
available works and provides insight into the influence and roles of extrinsic and intrinsic motivation.
Hypotheses are postulated and tested using a sample of 1627 users of the virtual world Second Life.
The results confirm the majority of the hypotheses and support the comprehensive model. The findings
indicate instantaneous effects of extrinsic and intrinsic motivation, and highlight reinforcing effects of
intrinsic motivation. Implications for research and practice are discussed.
Verhagen, Tibert; Feldberg, Frans; van den Hooff, Bart; and Meents, Selmar, "User-generated content (UGC) in tourism: Benefits and concerns of online consumers" (2009). ECIS 2009 Proceedings. 98.