期刊名称：Researchers World - Journal of Arts Science & Commerce
印刷版ISSN：2229-4686
电子版ISSN：2229-4686
出版年度：2011
卷号：2
期号：2
页码：1-11
出版社：Educational Research Multimedia & Publication
摘要：Virtual asset has become more important in the virtual worlds. A growing number of users involve in the virtual worlds has created a new business phenomena. An online transaction on virtual goods involves real money. This research mainly focus on finding out what are the factors influence customers' behavior and how to predict it toward purchasing on virtual items. There are one hundred eleven participants from different countries involved in this study. An online questionnaire is design to get necessary information from the users. The Partial Least Square regression analysis applied in order to identify customer behaviors toward purchasing in virtual worlds
