Avatar-mediated experience in the metaverse: The impact of avatar realism on user-avatar relationship

Do Yuon Kim, Ha Kyung Lee and Kyunghwa Chung

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: This study aims to explore the role of avatars in mediating users with the metaverse environment. This study applies the construal level theory and source attractiveness model to understand the impact of avatar realism on the interaction between users and their avatars. Computer-simulated experiences were tested in realistic and abstract avatar conditions using serial mediation analysis. It was found that the user-avatar relationship and the intention to use the avatar were both increased by avatar realism. Specifically, psychological distance and social presence serially mediated these effects. Furthermore, the mediation of psychological distance and social presence was moderated by user familiarity with avatars. This study identifies the role of psychological distance to the user-and-avatar dyad in the metaverse by examining the multi-layered psychological mechanism behind the virtual interaction and relationship. It also provides implications for developing metaverse platforms by considering avatar characteristics and user familiarity.

Keywords: Avatar realism; Psychological distance; User-avatar relationship; Social presence; Metaverse (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (22)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923001297

DOI: 10.1016/j.jretconser.2023.103382

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