The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effects of Needs for Affiliation and Needs for Self-Presentation on Digital Item Purchase Intention: The Moderating Roles of Gender and Purchase Experience

친교욕구와 자기표현욕구가 디지털 아이템 구매의도에 미치는 영향: 성별과 구매경험의 조절효과를 중심으로

  • 신선진 (세계한상문화연구소) ;
  • 장희영 (전남대학교 경영대학 경영학과) ;
  • 고준 (전남대학교 경영대학 경영학부)
  • Published : 2008.09.30
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Abstract

Cyworld was successful where others have foiled because of its unique and profitable business model that relies on the purchase of digital items and its ability to mimic and recreate aspects of face-to-face interpersonal relationships among the members of the online community. The purpose of this study is to understand how the needs for self-presentation and needs for affiliation influence digital item purchase intention, and to analyze the moderating roles of gender and purchase experience in those relationships. Based on the theoretical framework including self-presentation theory and theory of affiliation, we developed the research model and proposed ten hypotheses. A survey was conducted with 225 members of Cyworld. The research model and the related hypotheses were tested using Amos. As the result of the analysis, eight hypotheses out of ten hypotheses were supported. In particular, digital item purchase intention in virtual world was found to be affected by both members' needs for self-presentation and needs for affiliation. We also found that the needs for self-presentation is significantly influenced by innovativeness of members, self-efficacy, and group norm. Also, needs for affiliation is significantly affected by self-efficacy, group norm and perceived value. Furthermore, the results indicate that 1) moderating effects of gender on those relationship is supported; and 2) moderating effects of purchase experience is partially identified. This study provides several implications for academic community and practitioners to understand why the community members pay real money for their digital items as well as how the sales of digital items can be increased in online communities. Some study limitations and future research directions are also discussed.

Keywords

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