Impact of flow and brand equity in 3D virtual worlds

Author

Fiona Fui-hoon NAH, Singapore Management UniversityFollow
Brenda ESCHENBRENNER
David DEWESTER
So Ra PARK

Publication Type

Journal Article

Version

acceptedVersion

Publication Date

7-2010

Abstract

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.

Keywords

3D Virtual Worlds, Brand Equity, Challenges, Flow, Intention, Skills

Discipline

Databases and Information Systems | Numerical Analysis and Scientific Computing | Sales and Merchandising

Research Areas

Data Science and Engineering

Publication

Journal of Database Management

Volume

21

Issue

3

First Page

69

Last Page

89

ISSN

1063-8016

Identifier

10.4018/jdm.2010070103

Publisher

IGI Global

Citation

NAH, Fiona Fui-hoon; ESCHENBRENNER, Brenda; DEWESTER, David; and PARK, So Ra. Impact of flow and brand equity in 3D virtual worlds. (2010). Journal of Database Management. 21, (3), 69-89.
Available at: https://ink.library.smu.edu.sg/sis_research/9957

Copyright Owner and License

Authors

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Additional URL

https://doi.org/10.4018/jdm.2010070103