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

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User goals in social virtual worlds: A means-end chain approach

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Title
User goals in social virtual worlds: A means-end chain approach
Author
Jung, YoonhyukKang, H.
Keywords
Goal structure; Means-end chain analysis; Social virtual worlds; User goal; Virtual worlds
Issue Date
2010-03
Publisher
PERGAMON-ELSEVIER SCIENCE LTD
Citation
COMPUTERS IN HUMAN BEHAVIOR, v.26, no.2, pp.218 - 225
Abstract
The purpose of this study is twofold: first, to investigate user goals in social virtual worlds; second, to introduce a methodological alternative (i.e., a means-end chain approach) for analyzing user goals in cyberspaces. The data were acquired from a web survey, and were analyzed by means-end chain analysis (MECA), which produces users' goal structure in reference to a hierarchical system of interrelated goals (Olson & Reynolds, 1983). The results show that people come to social virtual worlds to satisfy their social and hedonic needs, and to escape from real world constraints, as do virtual community members and virtual gamers; they also pursue unique activities, such as creating virtual objects and selling them. On the other hand, by clarifying relations among users' goals, MECA provides a richer explanation for user goals than prior research which only offers separate user goals for cyberspace users without explanation of relationship among goals.
URI
https://scholarworks.unist.ac.kr/handle/201301/8431
DOI
10.1016/j.chb.2009.10.002
ISSN
0747-5632
Appears in Collections:
TIM_Journal Papers
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