Interactive effects of individual- and group-level variables on virtual purchase behavior in online communities

Focusing on social network theories, we examine the interactive influence of both group-level (i.e. community influences) and individual-level variables (intrinsic and extrinsic motivations) simultaneously as the drivers of Massively Multiplayer Online Role-Playing Game (MMORPG) players’ virtual purchase behavior. We demonstrate that several aspects of real-world behavior are reflected in virtual purchase behavior. Notably, normative...