Understanding the users’ continuous adoption of 3D social virtual world in China: A comparative case study

作者：

Highlights：

• We explained how social virtual world (SVW) strategies impact long-term customer commitment.

• We compared two major competitors’ long-term strategies and situations in Chinese SVW market.

• There is a critical timeframe between short-term to long-term acceptance.

• SVW should reduce learning cost in short-term, and enhance social networking functions in long-term.

摘要

•We explained how social virtual world (SVW) strategies impact long-term customer commitment.•We compared two major competitors’ long-term strategies and situations in Chinese SVW market.•There is a critical timeframe between short-term to long-term acceptance.•SVW should reduce learning cost in short-term, and enhance social networking functions in long-term.

论文关键词：Social virtual world market,China,Users’ continuous adoption,Commitment theory,Comparative case study

论文评审过程：Available online 27 March 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.02.034