IDENTIFYING USERS' BEHAVIOR ON PURCHASING VIRTUAL ITEMS

Virtual asset has become more important in the virtual worlds. A growing number of users involve in the virtual worlds has created a new business phenomena. An online transaction on virtual goods involves real money. This research mainly focus on finding out what are the factors influence customers' behavior and how to predict it toward purchasing on virtual items. There are one hundred eleven participants from different countries involved in this study. An online questionnaire is design to get necessary information from the users. The Partial Least Square regression analysis applied in order to identify customer behaviors toward purchasing in virtual worlds. [PUBLICATION ABSTRACT]