The aim of this study is to understand consumer goals for virtual consumption in social virtual worlds. Using a means-end chain approach, interviews with 93 users were analyzed to produce a hierarchical goal map, revealing that virtual consumption enables a diversity of goals beyond the previously identified experiential goals. The article's theoretical contributions include: (1) extending our understanding of user goals/goal relationships for virtual activities and (2) developing virtual liminoid theory, which describes transitions between users’ real-world and virtual identities and virtual consumption as a transition catalyst. The study illustrates the value of a goal focus for future research on user behavior in virtual worlds.