• Journal of Distribution Science
• /
• v.21 no.10
• /
• pp.109-121
• /
• 2023

Purpose: This study aims to verify whether avatars that embody different brand concepts offer different experiences to users. Furthermore, this study explores the relationship between user identification with avatars and their actual brand purchase intentions. Research design, data and methodology: The research design employed a between-subjects approach, with two independent variables: brand concept and avatar. The measured dependent variables were brand experience in extended reality (XR) and purchase intention. Additionally, brand attitude served as a control variable. Results: First, in virtual brand spaces with symbolic benefits, ideal avatars were found to elicit higher levels of brand experience than actual avatars. Specifically, participants reported elevated levels of entertainment and relational assembly experiences in symbolic brand spaces. Second, this research reveals that the relationship between users' identification with avatars and their intention to make actual brand purchases is mediated by brand experience in XR. Conclusions: The findings suggest that ideal avatars evoke higher levels of brand experience within symbolic brand spaces, particularly in entertainment, relational connection, and a sense of community. Furthermore, this study establishes the role of brand experience in XR as a mediator between avatar identification and purchase intentions.

• Korean Journal of Child Studies
• /
• v.31 no.2
• /
• pp.103-117
• /
• 2010

The purpose of this study was to investigate the characteristics of internet usage among 5th and 6th grade of elementary school children and to elucidate the path model and the relative effects of various factors on internet addiction in the internet addiction tendency group. According to our results, the normal internet user group exhibit higher educational levels in fathers, secure attachment to mother, and warm friendship when compared to the internet addiction tendency group. At the same time, internet addiction group exhibit longer internet use time, a greater numbers of avatars in use, and higher avatars decoration costs. The research model suggested here was supported by the results. Attachment to mother appears to affect friendship which in turn affects avatars image decoration needs and avatars identification which in turn then has an impact upon internet addiction tendency. These results were then discussed in relation to previous research and theories.

• Journal of Fashion Business
• /
• v.28 no.2
• /
• pp.1-14
• /
• 2024

Within the metaverse platform, users engage in communication with others through 'avatars' reflecting their own identities. Users experience various virtual fashion items through avatars, and the fashion industry anticipates avatars wearing virtual fashion items as an emerging business opportunity. Many fashion brands are currently releasing virtual fashion items specifically designed for avatars. In this study, we examined the impact of user identification with their avatar on their perception of the attributes of virtual fashion items (investment attractiveness, scarcity, playfulness, and aesthetics) and its influence on behavioral intentions. The research involved a survey of 250 females with prior knowledge of the metaverse. Structural equation modeling analysis was conducted to examine research hypotheses and validate the model. The results confirmed that as users within the metaverse perceive greater identification with their avatar, they also perceive the attributes of virtual fashion items more favorably. This finding affirms the self-reference effect, where users positively evaluate objects associated with themselves. Additionally, perceiving the attributes of virtual fashion items was found to be positively linked to purchase intentions for virtual products and actual interest in the brand. Lastly, a higher intention to purchase virtual fashion items was associated with forming a more favorable attitude toward the respective brand. Consequently, this study provides academic and practical implications for marketing strategies within the metaverse, emphasizing the active utilization of avatars and elements that facilitate user-avatar identification for effective engagement.

• Journal of Digital Convergence
• /
• v.10 no.11
• /
• pp.243-251
• /
• 2012

Digital items, considered as virtual assets, include avatars, accessories for the avatars, digital wallpapers, and game items, etc. The objective of this study is to examine the factors influencing the purchase of digital items. Factors, based upon Uses and Gratifications theory, including image making, self-expression, social awareness and fun-seeking, are introduced as salient variables for purchasing digital items. In addition, social identification and flow are also considered as key motivators. Statistical results indicates that social identification affects both flows and the intension to purchase digital items, and then flow next influences intension to purchase. It was also found that motives based upon Uses and Gratifications theory influences social identification, but have no impact on flow. As a conclusion, the academic and practical implications of these findings are also discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.47 no.3
• /
• pp.492-510
• /
• 2023

The metaverse, an expansion of the real world, refers to a three-dimensional virtual world where daily life and economic activities can be conducted through avatars. This study examines the effect of avatar identification on metaverse immersion, vicarious pleasure, and fashion brand item sharing intention by subdividing avatar identification into similarity identification, wishful identification, and embodied presence. In addition, it investigates the difference in the influence relationship between avatar identification, immersion, and vicarious pleasure according to the degree of fashion involvement. The total of 319 participants were analyzed using SPSS 26.0 and AMOS 24.0. The results showed that similarity identification, wishful identification, and embodied presence had significant impacts on immersion and vicarious pleasure, influencing sharing intention. There was also a difference in the effect of avatar identification on consumer responses depending on fashion involvement. This study provides theoretical implications for experiential marketing and presents practical suggestions for developing metaverse marketing strategies.

• Smart Media Journal
• /
• v.11 no.6
• /
• pp.18-29
• /
• 2022

This study proposes an evaluation item model for the avatar expression process, satisfaction and self-identification for each expression element in order to investigate the expression attributes on the influence on the user in setting the avatar. The evaluation of avatar expression method was composed of self-identification and satisfaction by ease of expression and expression elements on the avatar production and expression process. To evaluate the proposed evaluation model, 17 people participated in the experiment. As a result, it was found that most of the participants had a high level of understanding of the production process, and the more diverse the expression elements, the higher the satisfaction with the avatar expression process. Hair shape and face shape were the most important expression factors, and clothes and overall harmony was the most concerned facotrs. Most of them tried to express themselves as realistically as possible. However, in self-identification, there was no significant correlation between expression and production process. In this study identify the decision-making factors that appear in the avatar expression process, the direction in which satisfaction can be formed, and the factors that affect self-identification. In addition, it will be a basic study on how avatars have a lasting influence on users in the future.