Avatar creation in virtual worlds: Behaviors and motivations

Avatar creation has become common for people to participate and interact in virtual worlds. Using an online survey (N = 244), we investigated both the behavioral characteristics and major motivations for avatar creation in virtual worlds. Our results suggest that a majority of the participants had multiple avatars; these avatars' appearance did not merely resemble the human players; and their personality did not necessarily mirror the player's real personality. Furthermore, participants on average spent over 20 h per week and often interacting with others in the virtual worlds. Our exploratory factor analysis yielded four major motivations: virtual exploration, social navigation, contextual adaptation, and identity representation. (C) 2014 Elsevier Ltd. All rights reserved.