Gaming Avatar Can Influence Sustainable Healthy Lifestyle: Be Like an Avatar

Xuhui Wang, Asad Hassan Butt, Qilin Zhang, Muhammad Nouman Shafique, Hassaan Ahmad and Zahid Nawaz
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Xuhui Wang: School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China
Asad Hassan Butt: School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China
Qilin Zhang: School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China
Muhammad Nouman Shafique: School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China
Hassaan Ahmad: School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China
Zahid Nawaz: School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China

Sustainability, 2020, vol. 12, issue 5, 1-22

Abstract: Online gaming is consistently changing with the use of new technologies and seen as making an impact on consumers’ sustainable lifestyles. The gaming avatars have influenced low avatar identification players to engage in physical and learning activities through massively multiplayer online (MMO) game genre. The fundamental purpose of the study is to classify the association of an avatar with consumer’s behavioural intention for exercise and to consume healthy food. This study incorporates three theories: social cognitive theory (SCT), social determination theory (SDT) and player-avatar identification (PAI) theory to determine its four dimensions’ impact on exercise and healthy food intention to attain a sustainable healthy lifestyle. SCT is related to human cognitive behaviour in the light of immersive experience, self-presence, and enjoyment. SDT related to the physical aspects of consumers that are exercise intention and consumption of healthy food. The results have shown that immersive experience, self-presence and enjoyment do impact the consumer’s behavioural intention towards an individual’s sustainability.

Keywords: avatar identification; massively multiplayer online; online video games; sustainable healthy lifestyle; players’ intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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