IDENTIFYING USERS’ BEHAVIOR ON PURCHASING VIRTUAL ITEMS

Abstract

Virtual asset has become more important in the virtual worlds. A growing number
of users involve in the virtual worlds has created a new business phenomena. An online
transaction on virtual goods involves real money. This research mainly focus on finding
out what are the factors influence customers’ behavior and how to predict it toward
purchasing on virtual items. There are one hundred eleven participants from different
countries involved in this study. An online questionnaire is design to get necessary
information from the users. The Partial Least Square regression analysis applied in order
to identify customer behaviors toward purchasing in virtual worlds.