Social virtual worlds (SVW) base their success on continued usage. However, there is a paucity of investigation on SVW continuance. Especially, hedonic value beyond purely utilitarian concerns should be taken into consideration in understanding SVW continuance. In this study, drawing on a satisfaction-based perspective and the notion of experiential value from the consumer behavior literature, we developed a research model regarding the role of experiential value (including both utilitarian and hedonic value) in predicting SVW users’ continuance intention through satisfaction. In order to empirically test the proposed model and hypotheses, data were collected using a questionnaire survey from real users of Second Life, one of the most popular and typical SVWs in the world, and analyzed via LISREL 8.70. Theoretical and practical implications are discussed.
Zhou, Zhongyun and Jin, Xiao-Ling, "Experiential Value, Satisfaction, and Social Virtual World Continuance: An Empirical Investigation in Second" (2012). ICEB 2012 Proceedings. 22.