The Impact of Flow Experience and Personality Type on the Intention to Use Virtual World

ABSTRACT

Virtual World (VW) had gained and lost its popularity over the past decades. Although people were initially excited about the potential of such technology, the original excitement has not been maintained and the VW has lost its reputation. We design an experimental study to learn about the factors that impact the intention to use or not use VW (i.e., Second Life, SL). Our proposed model is based on the Theory of Reasoned Action, Technology Acceptance Model, Embodied Social Presence theory, Flow theory, and Jungian personality theory. Over 160 students participated in this study and the results support our proposed model, where a positive flow experience with VW influences the attitude towards VW, in turn influencing intention to use VW. Furthermore, VW flow experience can itself be impacted by personality of the individuals behind the avatars in VW, perceived peer influence, perceived usefulness, and familiarity with VW.

Additional information

Notes on contributors

Norita Ahmad

Norita Ahmad is an Associate Professor of MIS at American University of Sharjah. She received her PhD in Decision Science Engineering Systems from Rensselaer Polytechnic Institute. Her research interest includes decision analysis, and technology adoption. She published in a variety of scholarly journals such as IT and People, IS Frontiers, and Journal of Knowledge Management.

Hamda Abdulkarim

Hamda Abdulkarim is an MBA student at the American University of Sharjah (AUS). She received her bachelor’s degree in AUS with a major in Finance and a minor in Management. Her research interests include Anti Money Laundering regulations in the Gulf region, the board of directors’ dynamics in a family business, and behavioral governance.