1. Beyond Avatar Coolness: Exploring the Effects of Avatar Attributes on Continuance Intention to Play Massively Multiplayer Online Role-Playing Games.
- Author
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Nan, Dongyan, Sun, Seungjong, Jansen, Bernard J., and Kim, Jang Hyun
- Abstract
Abstract 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 , andavatar subculture appeal ), social identity theory, and flow theory. Analyzing survey-based data from 375 Korean MMORPG players, we found thatavatar attractiveness ,avatar originality, andavatar subculture appeal were positively related toavatar coolness . In addition,avatar originality positively affectsavatar 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. [ABSTRACT FROM AUTHOR]- Published
- 2023
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