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As existing research lacks insight into these core beliefs, this study aims to contribute to the existing knowledge base by proposing and testing a model grounded on the decomposed theory of planned behavior. Predicated on the multipurpose nature of social virtual worlds, the model proposes medium-specific attitudinal, normative and control beliefs as determinants of continual use intention. The model is tested with a sample of 2175 users who inhabit Habbo Hotel \u2013 one of the largest social virtual worlds in the industry. The results indicate significant though different influences of attitudinal and control beliefs. 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