Why people pay for digital items? Presentation desire of online identity

Hee Woong Kim, Hock Chuan Chan

Research output: Contribution to conferencePaper

7 Citations (Scopus)

Abstract

Recently digital items (e.g., avatars) have been widely used by people in virtual communities (VC) and online games. Some Internet companies generate revenue from sales of digital items to their customers. Sales of digital items provide revenue for Internet companies and VC providers who are suffering from lack of a profitable business model. However there is a lack of understanding about people's digital item purchase and usage. This study examines why people pay for digital items from the self-presentation perspective, by focusing on online identity, based on social identity theory. The findings show that the presentation desire of online identity leads to intention of purchasing digital items. The results show the significance of online group norm and online group involvement in enhancing the presentation desire from the online social identity perspective. This study also identifies the significance of interaction effects between personal innovativeness and online group involvement in enhancing the presentation desire from the online personal perspective. These findings help to advance theory and offer practical insights in the context of Internet business and VC.

Original languageEnglish
Publication statusPublished - 2007 Dec 1
Event11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises, PACIS 2007 - Auckland, New Zealand
Duration: 2007 Jul 32007 Jul 6

Other

Other11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises, PACIS 2007
CountryNew Zealand
CityAuckland
Period07/7/307/7/6

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All Science Journal Classification (ASJC) codes

  • Information Systems

Cite this

Kim, H. W., & Chan, H. C. (2007). Why people pay for digital items? Presentation desire of online identity. Paper presented at 11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises, PACIS 2007, Auckland, New Zealand.