Does What Happens in Virtual Worlds Stay in Virtual Worlds? a Theory of Planned Behavior Approach to the Examination of Cognitive Transference in Virtual Marketing Channels

Jason Gabisch, University of Massachusetts, USA
Online virtual environments, such as Second Life, are emerging as potential marketing channels that may affect consumer cognitions (e.g., beliefs, attitudes, behaviors). The Theory of Planned Behavior model is employed and extended in this paper for explaining how virtual world brand experience affects real world purchase intentions and behavior. Survey data is collected from users of the popular virtual world Second Life. The study results indicate that virtual world behavior may impact real world intentions and behavior. Self-image congruency and perceived diagnosticity are found to strengthen the relationship between virtual world behavior and real world purchase intentions.
[ to cite ]:
Jason Gabisch (2010) ,"Does What Happens in Virtual Worlds Stay in Virtual Worlds? a Theory of Planned Behavior Approach to the Examination of Cognitive Transference in Virtual Marketing Channels", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 803-804 .