Presentation desire of digital identity in virtual community

Hee Woong Kim, Eunice Que

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Citations (Scopus)


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.

Original languageEnglish
Title of host publicationOnline Communities and Social Computing - Second International Conference, OCSC 2007. Held as Part of HCI International 2007, Proceedings
PublisherSpringer Verlag
Number of pages10
ISBN (Print)9783540732563
Publication statusPublished - 2007
Event2nd International Conference on Online Communities and Social Computing, OCSC 2007 - Beijing, China
Duration: 2007 Jul 222007 Jul 27

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume4564 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


Other2nd International Conference on Online Communities and Social Computing, OCSC 2007

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)


Dive into the research topics of 'Presentation desire of digital identity in virtual community'. Together they form a unique fingerprint.

Cite this