Identifying users' behavior purchasing virtual items

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.