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http://dx.doi.org/10.7583/JKGS.2021.21.6.41

A Study on the Effect of Game Character Identification on Item Purchase and Game Play Intention  

Lee, Won-jun (Business Department, Cheongju University)
Publication Information
Journal of Korea Game Society / v.21, no.6, 2021 , pp. 41-50 More about this Journal
Abstract
Character identification is illustrated in terms of game players' altered self-perception during gameplay. Research has shown that players' identification with game characters resulted in game players aligning their attitude with game character. This study investigates the relationships among control, ownership, character customization, identification, flow with game charater, and the impact on game players' behavior toward item purchase and play intention. Empirical results showed that character ownership and character customization significantly predicted use-character identification, but the impact of character control was not supported. In addition, the positive relationships between identification and flow was supported.
Keywords
Game character; identification; Flow; Avatar; Item purchase intention;
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