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This study analyzes consumer purchasing behavior in Web 2.0, expanding the technology acceptance model (TAM), focusing on which variables influence the intention to transact with virtual currency. Individuals’ responses to questions about attitude and intention to transact in Web 2.0 were collected and analyzed with various factors modified from the TAM. The results of the proposed model show that subjective norm is a key behavioral antecedent to using virtual currency. In the extended model, the moderating effects of subjective norm on the relations among the variables were found to be significant. The new set of variables is virtual environment-specific, acting as factors enhancing attitudes and behavioral intentions in Web 2.0 transactions.
Donghee Shin (Sat,) studied this question.