Academic
Publications
User goals in social virtual worlds: A means-end chain approach

User goals in social virtual worlds: A means-end chain approach,10.1016/j.chb.2009.10.002,Computers in Human Behavior,Yoonhyuk Jung,Hyunmee Kang

User goals in social virtual worlds: A means-end chain approach   (Citations: 7)
BibTex | RIS | RefWorks Download
The purpose of this study is twofold: first, to investigate user goals in social virtual worlds; second, to introduce a methodological alternative (i.e., a means-end chain approach) for analyzing user goals in cyberspaces. The data were acquired from a web survey, and were analyzed by means-end chain analysis (MECA), which produces users’ goal structure in reference to a hierarchical system of interrelated goals (Olson & Reynolds, 1983). The results show that people come to social virtual worlds to satisfy their social and hedonic needs, and to escape from real world constraints, as do virtual community members and virtual gamers; they also pursue unique activities, such as creating virtual objects and selling them. On the other hand, by clarifying relations among users’ goals, MECA provides a richer explanation for user goals than prior research which only offers separate user goals for cyberspace users without explanation of relationship among goals.
Journal: Computers in Human Behavior - COMPUT HUM BEHAV , vol. 26, no. 2, pp. 218-225, 2010
Cumulative Annual
View Publication
The following links allow you to view full publications. These links are maintained by other sources not affiliated with Microsoft Academic Search.
Sort by: