Toward a theory of perceived benefits, affective commitment, and continuance intention in social virtual worlds: cultural values (indulgence and individualism) matter

In this study we examine the contingent effects of two cultural values, indulgence and individualism, on the relationships between perceived benefits (utilitarian value, hedonic value, and relational capital), affective commitment, and continuance intention in social virtual worlds. We test our theoretical model in multi-group analyses using SmartPLS 2.0, based on a sample of 414 Second Life users from the U.S.A., Great Britain, and numerous other countries. By comparing the high- vs the low-indulgence subsamples, we find that indulgence weakens the effect of utilitarian value, but strengthens the effect of hedonic value, on affective commitment. Furthermore, compared with low-individualism users, the users with high-individualism showed a weaker effect of relational capital on affective commitment, as well as a weaker effect of affective commitment on continuance intention. The theoretical, empirical, and practical implications of these findings are also discussed.