TY - JOUR
T1 - Beyond Avatar Coolness
T2 - Exploring the Effects of Avatar Attributes on Continuance Intention to Play Massively Multiplayer Online Role-Playing Games
AU - Nan, Dongyan
AU - Sun, Seungjong
AU - Jansen, Bernard J.
AU - Kim, Jang Hyun
N1 - Publisher Copyright:
© 2023 Taylor & Francis Group, LLC.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
KW - MMORPG
KW - avatar coolness
KW - avatar identification
KW - continuance intention
KW - coolness theory
KW - flow state
KW - metaverse game
UR - http://www.scopus.com/inward/record.url?scp=85177596036&partnerID=8YFLogxK
U2 - 10.1080/10447318.2023.2278941
DO - 10.1080/10447318.2023.2278941
M3 - Article
AN - SCOPUS:85177596036
SN - 1044-7318
VL - 40
SP - 8219
EP - 8228
JO - International Journal of Human-Computer Interaction
JF - International Journal of Human-Computer Interaction
IS - 23
ER -