About this document
Self-Gratification and Self-Discrepancy in Purchase of Digital Items by thaonguyenngo906 is a document available to read on EtoBox.
This research paper explores the motivations behind the purchase of digital items in virtual communities, emphasizing the roles of self-discrepancy and self-gratification. It argues that individuals not only buy digital items for self-presentation but also to enhance self-esteem and fulfill inner needs. The study is based on a survey of 310 users and extends previous models by incorporating these new constructs to provide a more comprehensive understanding of consumer behavior in digital environments.
- Author
- thaonguyenngo906
- Language
- EN