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

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 <italic>avatar coolness</italic> (i.e., <italic>avatar attractiveness</italic>, <italic>avatar originality</italic>, and <italic>avatar subculture appeal</italic>), social identity theory, and flow theory. Analyzing survey-based data from 375 Korean MMORPG players, we found that <italic>avatar attractiveness</italic>, <italic>avatar originality,</italic> and <italic>avatar subculture appeal</italic> were positively related to <italic>avatar coolness</italic>. In addition, <italic>avatar originality</italic> positively affects <italic>avatar subculture appeal</italic>. 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]