Virtual world brand experience and its impact on real world purchasing behavior

Using survey data from registered users of the popular virtual world Second Life, this research extends the theory of planned behavior model. In addition to the theory's basic predictors (attitudes, subjective norms and perceived control), the extended model includes virtual world brand experience, self-image congruence and perceived diagnosticity to improve the model's predictive power for explaining how virtual world brand experience affects real world purchase intentions and behavior. The study results show that virtual world brand experience has an impact on real world purchasing intentions and behaviors, and this relationship is moderated by self-image congruence and perceived diagnosticity. When a virtual world brand experience is considered to be helpful for evaluation and is consistent with the consumer's self-concept, the experience is found to have a stronger influence on real world purchase intentions and behavior. Overall, the findings indicate that multichannel effects exist between virtual world brand experiences and real world purchasing decisions. © 2011 Macmillan Publishers Ltd.