Beyond Avatar Coolness: Exploring the Effects of Avatar Attributes on Continuance Intention to Play Massively Multiplayer Online Role-Playing Games

被引：11

作者：

Nan, Dongyan ^{[1
,2
]}

Sun, Seungjong ^{[2
,3
]}

Jansen, Bernard J. ^{[4
,5
]}

Kim, Jang Hyun ^{[1
,2
,3
]}

机构：

[1] Sungkyunkwan Univ, Dept Human Artificial Intelligence Interact, Seoul, South Korea

[2] Sungkyunkwan Univ, Dept Interact Sci, Seoul, South Korea

[3] Sungkyunkwan Univ, Dept Appl Artificial Intelligence, Seoul, South Korea

[4] Hamad Bin Khalifa Univ, Qatar Comp Res Inst, Doha, Qatar

[5] Penn State Univ, Coll Informat Sci & Technol, State Coll, PA USA

来源：

INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION | 2024年 / 40卷 / 23期

基金：

新加坡国家研究基金会;

关键词：

MMORPG; metaverse game; coolness theory; avatar coolness; avatar identification; flow state; continuance intention; SOCIAL-INTERACTION; FLOW EXPERIENCE; IDENTIFICATION; BEHAVIOR; LOYALTY; IMPACT; COMMUNITIES; PERSPECTIVE; CHARACTER; USERS;

D O I：

10.1080/10447318.2023.2278941

中图分类号：

TP3 [计算技术、计算机技术];

学科分类号：

0812 ;

摘要：

This research investigates players' continuance intentions to play massively multiplayer online role-playing games (MMORPGs) by constructing a model based on the concepts of avatar coolness (i.e., avatar attractiveness, avatar originality, and avatar subculture appeal), social identity theory, and flow theory. Analyzing survey-based data from 375 Korean MMORPG players, we found that avatar attractiveness, avatar originality, and avatar subculture appeal were positively related to avatar coolness. In addition, avatar originality positively affects avatar subculture appeal. Moreover, avatar coolness positively affects the continuance intention to play MMORPGs via avatar identification and flow state. This study is the first to develop avatar coolness and explore its role in affecting the intention to play MMORPGs. To offer "cool" avatars, the implications are those game designers should continually update avatars for freshness based on current trends, provide a variety of skins for personalization for user preferences, and offer avatars that are visually appealing to the gaming population. These require continual assessments of the MMORPG player population.

引用

页码：8219 / 8228

页数：10

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