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...