A Motivation-Based Typology Of Social Virtual World Users

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.