How Avatar Identification Affects Enjoyment in the Metaverse: The Roles of Avatar Customization and Social Engagement

• DOI: 10.1089/cyber.2022.0257
• Publication Date: 2023-03-31T21:50:15Z
• Authors: Hyun-Woo Lee; Kun Chang; Jun-Phil Uhm; Emmaculate Owiro
• Keywords: Avatar; Metaverse; Moderation; Identification; Moderated mediation; Social worlds

Despite growing interest in studying the metaverse, a theory-driven investigation into factors that contribute to an enjoyable metaverse experience remains scarce. The current study examined impacts of avatar identification, social engagement, and customization on users' enjoyment based impression management theory. A total 301 users were recruited for study. hypothesized models mediation effect engagement moderation tested between identification enjoyment. Results indicated mediates relationship participation. Furthermore, significant implied degree affected metaverse. Empirical evidence from this contributes theorizing transformative role conditional effects shaping positive emotion (i.e., enjoyment) experience. findings allow researchers practitioners gain initial understanding contributing favorable