The effects of perception toward cyber identity on loyalty and purchase intention

Many aspects of the way we work and live in the twenty-first century will be determined by the vast web of Internet. Virtual environments open the door to new identity experiences. Having the possibility to enter in a new community, where any personal information is directly shown to others, is a possibility to experiencing different self and thus to show and build new identities. This paper aims to identify how to relate the perception of cyber identity, loyalty and purchase intention. First, we classified cyber identity into two types, personal and social, and analyzed perception of each identity type. Then we conducted a survey using pre-designed questionnaire and found out factors consisting personal and social identity. Finally we analyzed the effects of these factors on loyalty and purchase intention using Structural Equation Model.