The contributions of this study are manifold. First, we integrate relevant and essential
theories (i.e., PO, architectural quality, and landscape preference) to develop the
proposed model for examining plausible usability designs of virtual worlds. Integration
of these theories is unique, and we conjecture that such integration is especially appropriate
for supporting the nomological networks and constructs under investigation
in this study. This theoretical development approach helps contribute to and justify
our research designs and goals. Second, to address the absence of studies on usable
virtual world design, our study looks into factors that affect usability that is specifically
suitable in a virtual world environment. In particular, contrary to previous Web
usability theories, which examined the direct relationship between usability factors
and user behavior on the Internet, we incorporated and investigated PO in a virtual
world as a mediating variable that intervenes with this relationship. By confirming
the substance of PO, we can provide a richer understanding of how to design a usable
virtual world that users want to own. Finally, our study is believed to be the first to
272 Lee and Chen
examine the relationship between usability, PO, and user behavior in a virtual world
environment. Thus, we empirically test the antecedents as well as the consequences
of virtual world users’ PO; therefore, our findings can offer valuable implications and
guidelines for virtual world users and designers.