Modelling use continuance in virtual worlds: The case of second life

There are now many virtual worlds in existence, a number of which have built considerable user bases. However, there is little empirical evidence to suggest what factors underpin their continued usage and success. This study set about determining why users continue to use virtual worlds, using the example of the popular virtual world of Second Life. The study adopts continuance theory and extensions to the basic model to examine the effects of enjoyment, habit and absorption. The results (n=339) suggest that continuance intention is driven by perceived usefulness, habit, absorption and enjoyment, which together provide a comprehensive explanation for virtual world behaviour (R 2 =0.565). Interestingly, satisfaction did not appear to play a direct strong role in determining intentions. The paper rounds off with conclusions and implications for future research and practice in this very new area of inquiry.