TY - GEN
T1 - Presentation desire of digital identity in virtual community
AU - Kim, Hee Woong
AU - Que, Eunice
PY - 2007
Y1 - 2007
N2 - Recently digital items have been widely used by people in the online space including virtual communities and online games. Some Internet companies even in the context of virtual community (VC) generate revenue from the sales of digital items to their online members. The sales of digital items provide insights for Internet companies and virtual community providers who are suffering from the lack of a profitable business model. This study examines why people pay for digital items from the self-presentation perspective in the context of VC by introducing a new construct, digital identity, and developing a conceptual framework of presentation of digital identity. The findings of this study show that the presentation desire of digital identity leads to the intention of purchasing digital items. This study identifies the significance of online group norm and online group involvement on the presentation desire from the social digital identity perspective and the significance of personal innovativeness from the personal digital identity perspective. These findings help to advance theory and offer practical insights in the context of Internet business and VC.
AB - Recently digital items have been widely used by people in the online space including virtual communities and online games. Some Internet companies even in the context of virtual community (VC) generate revenue from the sales of digital items to their online members. The sales of digital items provide insights for Internet companies and virtual community providers who are suffering from the lack of a profitable business model. This study examines why people pay for digital items from the self-presentation perspective in the context of VC by introducing a new construct, digital identity, and developing a conceptual framework of presentation of digital identity. The findings of this study show that the presentation desire of digital identity leads to the intention of purchasing digital items. This study identifies the significance of online group norm and online group involvement on the presentation desire from the social digital identity perspective and the significance of personal innovativeness from the personal digital identity perspective. These findings help to advance theory and offer practical insights in the context of Internet business and VC.
UR - http://www.scopus.com/inward/record.url?scp=38149007745&partnerID=8YFLogxK
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U2 - 10.1007/978-3-540-73257-0_11
DO - 10.1007/978-3-540-73257-0_11
M3 - Conference contribution
AN - SCOPUS:38149007745
SN - 9783540732563
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 96
EP - 105
BT - Online Communities and Social Computing - Second International Conference, OCSC 2007. Held as Part of HCI International 2007, Proceedings
PB - Springer Verlag
T2 - 2nd International Conference on Online Communities and Social Computing, OCSC 2007
Y2 - 22 July 2007 through 27 July 2007
ER -