Exploring Intentions To Use Virtual Worlds For Business


Jia Shen
Lauren B. Eder


Virtual worlds are becoming increasingly sophisticated, showing potential as a platform for a variety of collaborative activities in business. This exploratory study examines user’s intentions to use the virtual world Second Life (SL), and the factors associated with the intentions. Based on Technology Acceptance Model (TAM), flow theory, and extended models of TAM, a research model is proposed with seven constructs. The model is tested through a survey administered to business school students who have participated in a business-oriented exercise using Second Life. Results show that perceived usefulness and perceived enjoyment have significant impacts on behavioral intentions to use SL for business activities, while perceived ease of use is not a significant direct antecedent to behavioral intentions. Additionally, computer playfulness and computer self-efficacy are shown as important predictors to perceived ease of use. Implications and limitations are discussed.

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May, 2009

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