ME OR NOT ME? THE AVATAR AS CONSUMER IDENTITY IN VIRTUAL WORLDS

The purpose of this research is to better understand the phenomenon of virtual worlds as a consumption experience in which consumers define aspects of their identity. A qualitative research conducted in the virtual world Second Life permits to clarify the different dimensions of the identity construction project in the virtual world, the antecedents that influence the choice of these dimensions, and the implications in terms of consumption. The identity construction project was discussed in terms of the distance that the consumers perceive between their avatars and themselves.