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Will They Come Back to VWs

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Blake Ives
Blake Ives

talk at Virtual Worlds Conference at Austin Texas on April 2, 2009. Usage in other presentation must include citation.

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If you build it, will they come back? Predicting users intention to return to Virtual Worlds Lakshmi Goel Norman Johnson Iris Junglas Blake Ives
Motivation Potential of Virtual Worlds Investment in Virtual Worlds Wane of initial patronage U of H Dell IBM U of H
Research Question What factors predict users intention to return to a place modeled in a Virtual World (VW) like Second Life?
Research Model
Theoretical Background Interaction with others
Theoretical Background Interaction with space
Theoretical Background Interaction with artifacts
Theoretical Background Interaction with artifacts Interaction with space Interaction with others
Theoretical Background Aura Nimbus Focus Boundaries Spatial Model of Interaction (Benford et al. 1994)
Aura Click Click 遺鉛庄界一
Nimbus/ Focus
Boundaries
Theoretical Background Awareness Attention Theory Awareness Who Where What (Davenport and Beck 2001)
Theoretical Background Awareness Attention Theory Awareness Who Where What (Davenport and Beck 2001) Meanings
Theoretical Background Experiences (Agarwal and Karahanna 2000)
Theoretical Background Experiences Place Attachment Theory (Milligram 1998)
Theoretical Background Meanings VW as Space VW as Place Experiences
Research Model Awareness Attention Theory Place Attachment Theory Spatial Model of Interaction
Research Method
An Island in Second Life
SIM AIS SMU Baylor U of H
Learning Environments
Research Environment
Task
Sample 168 usable responses Undergraduate IS students
Results
Implications Research VW as a Place User experiences as predictor of Intentions State variables as predictors of CA Prediction of Intention to Return to VW Practice Design environments to leverage social, location, task awareness
Response to Reviews
Revision: Repositioning of the paper reduced references to TAM considerably Comment: Limit references to TAM
Revision Clear definition of CA is presented Similarities and differences between CA and Flow are discussed CA is characterized as being inherently pleasant (Agarwal and Karahanna 2000) Comment: Clarify Cognitive Absorption
Revision: A clear definition of social awareness, distinct from that of social presence, is presented Comment: Clarify Social Awareness
Revision A discussion of implications of the task, as well as the virtual world environment studied, is presented Limitations of the current study now include the nature of the task Comment: Reflect on boundaries of model and potential contingencies
Revision: The role of habit in formation of Intention to Return is discussed (Limayem and Hirt 2003; Limayem et al. 2007) Comment: Discuss the role of habit
Revision: Details are added to methodology section regarding the length of task, nature of participants, and control variables Comment: Clarify methodology
Earlier: Both PLS and AMOS used Revision: Analysis done exclusively in AMOS Comment: Use one data analysis technique
Thank You Reviewers, AE
If you build it, will they come back? Predicting users intention to return to Virtual Worlds Lakshmi Goel Norman Johnson Iris Junglas Blake Ives
Questions?
Extra 際際滷s
Research Model Intention to Return: Idea that a user will come back, by way of the VW technology, to the place that is modeled in the VW. Cognitive Absorption: State of deep involvement that a user experiences as he or she performs an activity in the VW. Social Awareness: Perception one has that: (1) others are in the same space, and (2) that one can understand and interact with them in a social sense. Location Awareness: Perception one has about where in space he or she is by virtue of what objects are in that space and what activities are done in it. Task Awareness: Perception one has about what he or she is to do based on instructions, tools, or the actions of others in a shared given space.
Theoretical Background Aura: Mechanism by which the medium (audio, vision, or text) in the VW comes into being in relation to an object Focus: ability to delimit an observed objects interest such that the more an object is within your focus, the more aware of it you are Nimbus: ability to represent an observed objects projection toward you such that the more an object is said to be within your nimbus, the more aware it is of you Boundaries: divide space such that they provide mechanisms to mark territories, control movement and influence interactional properties of space Spatial Model of Interaction (Benford and Fahlen 1993; Benford et al. 1994)
Awareness-Attention Theory Concurrent input of informational cues: Awareness Individual engages in mental screening of cues: Cognitive process Assigns meanings to unfamiliar informational cues based on memory and prior experiences: Attention Leads to a state of Cognitive Absorption (Davenport and Beck 2001)
Place Attachment Theory Meaningful experiences Interactional past Interactional potential People will return to a place because of the interactional associations (Milligram 1998)
Results
Results
Post-hoc Analysis
Post-hoc Analysis
Revision: Focus on the awareness constructs is due to unique features of VWs SA: Many-to-many interactions through happenstance in virtual space LA: Contextual objects, boundaries, and virtual spaces TA: Virtual artifacts, textual, visual, haptic cues for task information Aura, Nimbus, Focus as properties of VWs Comment: Justify why three awareness constructs
Revision: This is beyond the scope of this study. We reiterate that our focus is Intention to Return rather than actual return Comment: For a reliable measure of Intention to Return test how many participants do actually return
Learning Environments

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Will They Come Back to VWs

  • 1. If you build it, will they come back? Predicting users intention to return to Virtual Worlds Lakshmi Goel Norman Johnson Iris Junglas Blake Ives
  • 2. Motivation Potential of Virtual Worlds Investment in Virtual Worlds Wane of initial patronage U of H Dell IBM U of H
  • 3. Research Question What factors predict users intention to return to a place modeled in a Virtual World (VW) like Second Life?
  • 8. Theoretical Background Interaction with artifacts Interaction with space Interaction with others
  • 9. Theoretical Background Aura Nimbus Focus Boundaries Spatial Model of Interaction (Benford et al. 1994)
  • 10. Aura Click Click 遺鉛庄界一
  • 13. Theoretical Background Awareness Attention Theory Awareness Who Where What (Davenport and Beck 2001)
  • 14. Theoretical Background Awareness Attention Theory Awareness Who Where What (Davenport and Beck 2001) Meanings
  • 15. Theoretical Background Experiences (Agarwal and Karahanna 2000)
  • 16. Theoretical Background Experiences Place Attachment Theory (Milligram 1998)
  • 17. Theoretical Background Meanings VW as Space VW as Place Experiences
  • 18. Research Model Awareness Attention Theory Place Attachment Theory Spatial Model of Interaction
  • 20. An Island in Second Life
  • 21. SIM AIS SMU Baylor U of H
  • 24. Task
  • 25. Sample 168 usable responses Undergraduate IS students
  • 27. Implications Research VW as a Place User experiences as predictor of Intentions State variables as predictors of CA Prediction of Intention to Return to VW Practice Design environments to leverage social, location, task awareness
  • 29. Revision: Repositioning of the paper reduced references to TAM considerably Comment: Limit references to TAM
  • 30. Revision Clear definition of CA is presented Similarities and differences between CA and Flow are discussed CA is characterized as being inherently pleasant (Agarwal and Karahanna 2000) Comment: Clarify Cognitive Absorption
  • 31. Revision: A clear definition of social awareness, distinct from that of social presence, is presented Comment: Clarify Social Awareness
  • 32. Revision A discussion of implications of the task, as well as the virtual world environment studied, is presented Limitations of the current study now include the nature of the task Comment: Reflect on boundaries of model and potential contingencies
  • 33. Revision: The role of habit in formation of Intention to Return is discussed (Limayem and Hirt 2003; Limayem et al. 2007) Comment: Discuss the role of habit
  • 34. Revision: Details are added to methodology section regarding the length of task, nature of participants, and control variables Comment: Clarify methodology
  • 35. Earlier: Both PLS and AMOS used Revision: Analysis done exclusively in AMOS Comment: Use one data analysis technique
  • 37. If you build it, will they come back? Predicting users intention to return to Virtual Worlds Lakshmi Goel Norman Johnson Iris Junglas Blake Ives
  • 40. Research Model Intention to Return: Idea that a user will come back, by way of the VW technology, to the place that is modeled in the VW. Cognitive Absorption: State of deep involvement that a user experiences as he or she performs an activity in the VW. Social Awareness: Perception one has that: (1) others are in the same space, and (2) that one can understand and interact with them in a social sense. Location Awareness: Perception one has about where in space he or she is by virtue of what objects are in that space and what activities are done in it. Task Awareness: Perception one has about what he or she is to do based on instructions, tools, or the actions of others in a shared given space.
  • 41. Theoretical Background Aura: Mechanism by which the medium (audio, vision, or text) in the VW comes into being in relation to an object Focus: ability to delimit an observed objects interest such that the more an object is within your focus, the more aware of it you are Nimbus: ability to represent an observed objects projection toward you such that the more an object is said to be within your nimbus, the more aware it is of you Boundaries: divide space such that they provide mechanisms to mark territories, control movement and influence interactional properties of space Spatial Model of Interaction (Benford and Fahlen 1993; Benford et al. 1994)
  • 42. Awareness-Attention Theory Concurrent input of informational cues: Awareness Individual engages in mental screening of cues: Cognitive process Assigns meanings to unfamiliar informational cues based on memory and prior experiences: Attention Leads to a state of Cognitive Absorption (Davenport and Beck 2001)
  • 43. Place Attachment Theory Meaningful experiences Interactional past Interactional potential People will return to a place because of the interactional associations (Milligram 1998)
  • 48. Revision: Focus on the awareness constructs is due to unique features of VWs SA: Many-to-many interactions through happenstance in virtual space LA: Contextual objects, boundaries, and virtual spaces TA: Virtual artifacts, textual, visual, haptic cues for task information Aura, Nimbus, Focus as properties of VWs Comment: Justify why three awareness constructs
  • 49. Revision: This is beyond the scope of this study. We reiterate that our focus is Intention to Return rather than actual return Comment: For a reliable measure of Intention to Return test how many participants do actually return