DocumentCode :
1677045
Title :
Using decomposed theory of Planned Behavior to explain virtual currency use intention
Author :
Huang, Echo ; Yeh, Nai Ching ; Hung, I-Chun
Author_Institution :
Department of Information Management, National Kaohsiung First University of Science and Technology, Kaohsiung City, Taiwan, R.O.C
fYear :
2011
Firstpage :
1
Lastpage :
4
Abstract :
Virtual currency has become an increasingly popular business model in famous social networking sites in recent years. (e.g., Facebook, i-part, Tencent QQ). Virtual currency, therefore, users can easily complete their trade online. In this study, a theoretical model based on decomposed Theory of Planned Behaviors(TPB) is proposed to explain and predict users´ intentions to continue using virtual currency. The hypothesized model is validated empirically by using a sample collected from 421 experienced users. The results demonstrate that use intention of virtual currency is strongly associated with TPB factors: attitude, subjective norms, and perceived behavior control. The effect of decomposed factors, micropayment has the most influential effect on attitude; close friends influence is a major determinant of subjective norms; and internet self-efficacy is a major determinant of perceived behavior control. Suggestions and implications are proposed in the final section.
Keywords :
Business; Computational modeling; Computers; Consumer electronics; Information systems; Internet; Predictive models; Decomposed Theory of Planned Behavior; Hedonic; Intention to Use; Theory of Planned Behavior; Virtual Currency;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
E -Business and E -Government (ICEE), 2011 International Conference on
Conference_Location :
Shanghai, China
Print_ISBN :
978-1-4244-8691-5
Type :
conf
DOI :
10.1109/ICEBEG.2011.5887006
Filename :
5887006
Link To Document :
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