The Effects of Avatar’s Reality Level on Metaverse Application Compatibility and Use Intention
Keywords:avatar, metaverse, reality level, identification, body ratio, application compatibility, use intention
Objective: The aim of this study is to analyze metaverse application compatibility and application use intention depending on reality level of avatars and examine moderating effects of avatar-self-image identification and body ratio.
Theoretical framework: The Proteus effect is the tendency for people to be affected by their digital representations, such as avatars. The Uncanny Valley effect is a hypothesized relation between an object's degree of resemblance to a human being and the emotional response to the object.
Methodology: To test hypotheses, this study conducted an online and offline mixed survey to 219 respondents. To test validity and reliability of measurement tools, this study did factor analysis and reliability analysis. Hypotheses were tested with t-test and ANOVA analysis. To test mediating effects, it did mediating regression analysis.
Results: The findings of data analysis were as follows. First, the lower the reality level of avatars is, the higher the higher metaverse application compatibility gets. Second, the moderating effect of avatar-self image identification was not statistically significant. Third, the moderating effect of avatar body ratio was confirmed. Forth, metaverse application compatibility was found to have positive effect on application use intention. Fifth, the mediating effect of application compatibility on the effect of reality level of avatars on application use intention was confirmed.
Research, Practical & Social implications: The findings of this study will be good reference data for production of metaverse platforms using avatars, and scholastic and practical use of avatars.
Originality/value: This study is an empirical analysis of outside characteristics of avatars based on Proteus effect and uncanny valley effect.
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