[AISWorld] Free Download: Journal of Database Management (JDM) Virtual Worlds Articles -- until end of July

[Keng Siau]

A Special Feature of: 
Journal of Database Management (JDM) 
ISI Impact Factor: 2.0 
Official Publication of the Information Resources Management Association 
Published: Quarterly in Print and Electronically 
ISSN: 1063-8016 EISSN: 1533-8010 
Published by IGI Publishing, Hershey-New York, USA 
www.igi-global.com/jdm 

Editor-in-Chief: Keng Siau, University of Nebraska-Lincoln, USA 


JDM’S VIRTUAL WORLDS ARTICLES FOR DOWNLOAD (FREE) 

To highlight the recent research in the Journal of Database Management 
covering the subject of virtual worlds, IGI Global will be hosting four 
selected articles on our website for the month of July. 

Visit http://www.igi-global.com/jdm in July to read the four articles 
detailed below in their entirety (Free). 

Step 1.         Go to http://www.igi-global.com/jdm 

Step 2.        Click on Virtual Worlds Special Feature (around the middle 
of the web page) 

Step 3.        Fill in your Name, Affiliation, and Email Address 

Step 4.        Download the package -- the package contains the following 
four papers. 



PAPER ONE 

Impact of Flow and Brand Equity in 3D Virtual Worlds 

Featured in JDM Volume 21, Issue 3, 2010, pp. 69-89 

Fiona Nah, University of Nebraska-Lincoln, USA
Brenda Eschenbrenner, University of Nebraska-Lincoln, USA
David DeWester, University of Nebraska-Lincoln, USA
So Park, University of Nebraska-Lincoln, USA 

This research is a partial test of Park et al.’s (2008) model to assess 
the impact of flow and brand equity in 3D virtual worlds. It draws on flow 
theory as its main theoretical foundation to understand and empirically 
assess the impact of flow on brand equity and behavioral intention in 3D 
virtual worlds. The findings suggest that the balance of skills and 
challenges in 3D virtual worlds influences users’ flow experience, which 
in turn influences brand equity. Brand equity then increases behavioral 
intention. The authors also found that the impact of flow on behavioral 
intention in 3D virtual worlds is indirect because the relationship 
between them is mediated by brand equity. This research highlights the 
importance of balancing the challenges posed by 3D virtual world branding 
sites with the users’ skills to maximize their flow experience and brand 
equity to increase the behavioral intention associated with the brand. 


PAPER TWO 

Antecedents of the Closeness of Human-Avatar Relationships in a Virtual 
World 

Featured in JDM Volume 21, Issue 2, 2010, pp. 41-68 

Yi Zhao, City University of Hong Kong, China
Weiquan Wang, City University of Hong Kong, China
Yan Zhu, Tsinghua University, China 

Virtual worlds (e.g., Second Life), where users interact and form 
relationships with other users’ virtual identities represented by avatars 
(i.e., human-avatar relationships), are increasingly influential in 
today’s businesses and society. Nevertheless, the sustainability and 
impact of virtual worlds depend largely on the closeness of human-avatar 
relationships. This study investigates the antecedents of the closeness of 
such relationships. The authors conceptualize human-avatar relationship 
closeness as composed of interaction frequency, activity diversity, and 
relational influence. They identify its antecedents (perceived needs 
fulfillment, relationship irreplaceableness, and resource investment) by 
extending Rusbult’s investment model of interpersonal relationship 
commitment to the domain of human-computer interaction. The authors test 
the hypotheses through an online survey of Second Life users and find that 
(1) resource investment is positively associated with all three 
human-avatar relationship closeness dimensions; (2) needs fulfillment is 
positively associated with interaction frequency and relational influence; 
and (3) relationship irreplaceableness is positively associated with 
relational influence. 


PAPER THREE 

Antecedents of Online Game Dependency: The Implications of Multimedia 
Realism and Uses and Gratifications Theory 

Featured in JDM Volume 21, Issue 2, 2010, pp.69-99 

Kaunchin Chen, Western Michigan University, USA
Jengchung Chen, National Cheng Kung University, Taiwan
William Ross, University of Wisconsin, La Crosse, USA 

Massively Multiplayer Online Game (MMOG) dependency has been widely 
studied but research results suggest inconclusive antecedent causes. This 
study proposes and empirically tests three predictive models of MMOG 
dependency using a survey of online gaming participants. It finds 
multimedia realism for social interaction serves as an original antecedent 
factor affecting other mediating factors to cause MMOG dependency. These 
mediating factors derive from Uses and Gratifications theory and include: 
(1) participation in a virtual community, (2) diversion from everyday 
life, and (3) a pleasant aesthetic experience. Of these, participation in 
a virtual community has a strong positive relationship with MMOG 
dependency, and aesthetics has a modest negative relationship. Moderator 
analyses suggest neither gender nor “frequency of game playing” are 
significant but experience playing online games is a significant 
moderating factor of MMOG dependency. 


PAPER FOUR 

3-D Virtual Worlds in Education: Applications, Benefits, Issues, and 
Opportunities 

Featured in JDM Volume 19, Issue 4, 2008, pp. 91-110 

Brenda Eschenbrenner, University of Nebraska-Lincoln, USA
Fiona Nah, University of Nebraska-Lincoln, USA
Keng Siau, University of Nebraska-Lincoln, USA 

Three-dimensional virtual world environments are providing new 
opportunities to develop engaging, interactive experiences in education. 
These virtual worlds are unique in that they allow individuals to interact 
with others through their avatars and with objects in the environment, and 
can create experiences that are not necessarily possible in the real 
world. To assess the impact that these virtual worlds are currently having 
on education, a literature review is conducted to identify current 
applications, benefits being realized, as well as issues faced. Based on 
this review, virtual world capabilities, experiences, and factors 
associated with educational opportunities are presented as well as gaps in 
meeting pedagogical objectives. Practical and research implications are 
then addressed. Virtual worlds are proving to provide unique educational 
experiences, with its potential only at the cusp of being explored. 

All inquiries should be sent to: 
Editor-in-Chief: Dr. Keng Siau at jdm at unlnotes.unl.edu 

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