Virtual worlds adoption: a research framework and empirical study

Purpose – The purpose of this paper is to present a new framework to examine the adoption of virtual worlds. Virtual worlds, defined as internet‐based simulated environments that emulate the real world and are intended for users to inhabit and interact within them through avatars, are growing fast and are attracting more and more users. Design/methodology/approach – In this paper, a new framework is proposed on the basis of previous literature. An empirical study is performed to test the framework, using survey research. The data are collected through a questionnaire, which is developed on the basis of previous empirical studies. Findings – Based on the data, it is found that perceived usefulness and social factors are two main factors influencing people's adoption of virtual worlds. The technology acceptance model (TAM) is still acceptable, while the diffusion of information (DOI) theory does not fit. Perceived enjoyment does not have a significant impact on the adoption of virtual worlds, but is highly correlated with perceived usefulness. Both factors capture the productivity and entertainment aspects of virtual worlds. Originality/value – This study is a novel attempt to examine the adoption of virtual worlds. A new research framework is proposed and empirical data are collected to test its validity. The findings have theoretical and practical implications.