Abstract:
The past years have witnessed a rapid increase in the use of social media networks, including virtual
worlds, across broad segments of Internet users. Several researchers have investigated the motivations
behind social media use, however, few studies have attempted to explain the use of free-form/social virtual
worlds (SVWs). Using both, qualitative and quantitative approaches, the current study aims to identify
these motives and classify SVW users according to motivation-based user segments. Furthermore, the
current paper examines the link between SVW users’ motivations and their demographics. Our findings
suggest that SVW users are motivated to use the platform seeking the following: ‘Friendship’, ‘Escapism’,
and ‘Role-playing’; followed by ‘Achievement’, a ‘Relationship’ and ‘Manipulation’. Seven types of SVW users
were identified based on their motivations, namely, ‘Role-Players’, ‘Relationship Seekers’, ‘Manipulators’,
‘Achievement Seekers’, ‘Friendship seekers’, ‘Uninvolved’, and ‘Escapists’. Users’ motivations to use the platform
differ based on their ‘age’ and ‘gender’, and some notable differences in demographics among user
types were identified.
