Why aren't organizations adopting virtual worlds?

The purpose of this study was to understand why organizational adoption of virtual worlds much has been much slower than expected, by empirically identifying factors that influence organizational intent to adopt virtual worlds. To do so, we developed a model of factors that influence organizational adoption of virtual worlds, based on the Technology-Organization-Environment framework. The model was tested using survey data from organizations, as well as secondary data. Interestingly, mimetic pressures and normative pressures exhibit the strongest effects on organizational intent to adopt virtual worlds. Contrary to expectations, none of the technical factors were to be found significant. These findings provide insights into why the organizational adoption rate of virtual worlds is much slower than expected. First, organizations are intended to adopt virtual worlds if other organizations are adopting virtual worlds. However, organizations are not adopting virtual worlds. Second, because respective competitors that have adopted virtual worlds are not benefiting or succeeding, organizations are not induced to adopt. Last, technological factors, such as relative advantage and compatibility, do not currently have a significant impact on an organization's intent to adopt virtual worlds. (C) 2012 Elsevier Ltd. All rights reserved.