A Study of Antecedents of Sense of Presence in Virtual World: Virtual Presence vs. Social Presence

Virtual World as an electronic artificial environment, enables users to have an identity while interacting with others is one of the new instances of Computer-Mediated Communications environment. Our study aims to elaborate the two types of presence in virtual world and their effects on users’ satisfaction and loyalty in second life. In addition we try to elaborate the factors that affect virtual and social presence. We used survey in order to collect data from a student sample frame. Our samples are students who at least have three weeks experience with second life in order to measure our model. Results of the research suggested that cognitive absorption positively influence virtual presence and sense of belonging positively influence social presence. In addition our results suggested that sense of presence in virtual world increase satisfaction and loyalty among virtual world users