Identifying users' behavior purchasing virtual items

Emil R. Kaburuan, Chien Hsu Chen, Tay Sheng Jeng

Research output: Contribution to journalConference articlepeer-review

8 Citations (Scopus)


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 in virtual worlds. There are thirty eight participants from different countries involve in this study. An online questionnaire is design to get necessary information from the users. The correlation and regression analysis applied in order to predict customer behavior toward purchasing in virtual worlds.

Original languageEnglish
Pages (from-to)250-256
Number of pages7
JournalProceedings of the International Conference on Electronic Business (ICEB)
Publication statusPublished - 2009
Event9th International Conference on Electronic Business, ICEB 2009 - Macau, China
Duration: 2009 Nov 302009 Dec 4

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Computer Science(all)


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