Virtual Assets on Users´ Tolerance in Social Games

Social game is currently one of the most popular applications on community sites. People use social game interaction to develop their relationship with each other. Former studies focus on the motivation of playing social games, which originate from social interaction. However, seeking virtual assets to gain appraisal from peers is another reason that maintains or increases the using of social games. Therefore, this study adopts the viewpoint of users´ virtual assets to explore how virtual assets will influence users´ tolerance. The findings show that users´ virtual assets will increase users´ tolerance. Furthermore, users´ individual social capital will moderate the impact of virtual assets on users´ tolerance. This study not only puts forward the viewpoint of virtual assets, but also points out the importance of social capital under practical circumstances.