Virtual Economy and Consumer

Abstract

By expanding the technology acceptance model, this study analyzes the consumer purchasing behaviors with virtual currency in Web 2.0 drawing data from 311 users. This study focuses on which variables influence the intention to transact with virtual currency in Web 2.0. Individuals’ responses to questions about attitude and intention to transact in Web 2.0 were collected and combined with various factors modified from the technology acceptance model. The results of the proposed model show that subjective norm is a key behavioral antecedent to use virtual currency. In the extended model, subjective norm’s moderating effects on the relations among the variables are found significant. The new set of variables can be virtual environment-specific factors, playing as enhancing factors to attitudes and behavioral intention in Web 2.0 transactions. This study provides a more intensive view of Web 2.0 system users and is an important step towards a better understanding of the consumer behavior in Web 2.0.