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Jung, Yoonhyuk
SoT(Social Technology) Lab
Research Interests
  • Information Systems, Digital media, Mobile business


Towards an understanding of assimilation in virtual worlds: the 3C approach

DC Field Value Language Schwarz, Andrew ko Schwarz, Colleen ko Jung, Yoonhyuk ko Perez, Begona ko Wiley-Patton, Sonja ko 2014-04-10T01:43:34Z - 2013-06-24 ko 2012-05 -
dc.identifier.citation EUROPEAN JOURNAL OF INFORMATION SYSTEMS, v.21, no.3, pp.303 - 320 ko
dc.identifier.issn 0960-085X ko
dc.identifier.uri -
dc.identifier.uri ko
dc.description.abstract Virtual worlds are increasing in importance as more multi-national firms are investing heavily in these emerging communities. Although much excitement has surrounded the idea of virtual worlds, a gap exists between those who register and those who engage in virtual worlds. Our analysis of the gap between those who merely register to join a virtual world and those who ultimately engage the community on a regular basis derives from a lack of assimilation. We present the 3C approach, a high-level theoretical framework delineating the relationship between three classes of factors (namely the technology class of factors; the community class of factors; and the user class of factors) that we posit explain virtual world assimilation and employ theories to represent these classes of factors and the interaction between them. After discussing and integrating these three classes of factors, we test our model through a study of 223 new users of Second Life. The results provide empirical support for the 3C framework; specifically, our analysis indicates that the technology and community classes of factors in exert a direct influence upon a user's attitude towards the virtual world, and this relationship is moderated by the user class of factors. ko
dc.description.statementofresponsibility close -
dc.language ENG ko
dc.subject IT adoption ko
dc.subject IT assimilation ko
dc.subject Second Life ko
dc.subject Structural equation modeling ko
dc.subject Virtual worlds ko
dc.title Towards an understanding of assimilation in virtual worlds: the 3C approach ko
dc.type ARTICLE ko
dc.identifier.scopusid 2-s2.0-84860696811 ko
dc.identifier.wosid 000303845200007 ko
dc.type.rims ART ko
dc.description.scopustc 5 * 2014-07-12 *
dc.identifier.doi 10.1057/ejis.2011.49 ko
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