User acceptance of virtual worlds: the Hedonic framework

Research on information technology (IT) adoption focuses almost entirely on productivity-oriented IT such as word processing. Little attention has been directed at investigating adoption of entertainment-oriented IT such as virtual worlds. Contending that it is important to better understand adoption of this technology, we develop a theoretical framework that recognizes the potential of imaginal and emotional responses in explaining user acceptance of virtual worlds. With its basis in the hedonic theory, the research framework may benefit the developers and sponsors of virtual worlds as they strive to build and sustain a customer base. The paper also outlines an example to illustrate one way to approach a consideration of the imaginal and emotional variables.