Who Needs Cyberspace? Examining Drivers of Needs in Second Life

Purpose – Human needs and motivation are a central tenet of marketing discourse. In this exploratory study we attempt to understand the factors that drive individuals' higher‐order human needs in a relatively new electronic marketing context, that of virtual worlds.Design/methodology/approach – The study employs the higher‐order needs from Abraham Maslow's hierarchy (i.e. belonging, esteem and self‐actualization) and a series of drivers related to the characteristics of the virtual world medium, personality characteristics, channel interaction, and demographic criteria. Data is collected via a survey delivered in Second Life (n=404) and analyzed using PLS path modeling.Findings – Arousal, pleasure, and individualism act as particularly potent drivers of higher‐order needs in virtual world channels, while channel intensity, affinity for technology and gender act as lesser drivers.Practical implications – An understanding of personal motivations affords us an insight into consumers' needs and wants and is a...

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