Using decomposed theory of Planned Behavior to explain virtual currency use intention

Virtual currency has become an increasingly popular business model in famous social networking sites in recent years. (e.g., Facebook, i-part, Tencent QQ). Virtual currency, therefore, users can easily complete their trade online. In this study, a theoretical model based on decomposed Theory of Planned Behaviors(TPB) is proposed to explain and predict users' intentions to continue using virtual currency. The hypothesized model is validated empirically by using a sample collected from 421 experienced users. The results demonstrate that use intention of virtual currency is strongly associated with TPB factors: attitude, subjective norms, and perceived behavior control. The effect of decomposed factors, micropayment has the most influential effect on attitude; close friends influence is a major determinant of subjective norms; and internet self-efficacy is a major determinant of perceived behavior control. Suggestions and implications are proposed in the final section.