Study on the Acceptance Extended Model of Virtual Items

Abstract

The awareness and acceptance of consumer on Virtual goods are the research focus in the evolution of the internet business model. The Paper based on the technology acceptance model, designs the acceptance extended model for virtual items consumption in the internet environment, uses the model to create attitudes and intentions model of consumer for virtual items, introduces structural equation model statistical methods, and does empirical testing through survey. The result reveals that in the virtual goods consumption, consumer experience and perception easy of use have a significant influence on customer perception use on network virtual items. Perception use on virtual items and consumer experience significantly affects consumer attitudes and indirectly affects the free trial virtual goods intentions. The intention of free trial has a significant impact on virtual items consumer interest.