How can avatar’s item customizability impact gamer loyalty?

Teng, Ching‐I

doi:10.1016/j.tele.2021.101626

Cited by 17 publications

(5 citation statements)

References 57 publications

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“…These studies suggest that avatar customization affects player experience in a wide variety of settings (e.g., games for entertainment or learning), virtual environments (e.g., desktop, VR) and timespans (both one-off play sessions and longitudinal) [25,114,126,138,201,220]. More importantly, a subset of these studies highlight that avatar customization generates attachment and identification with their game character [26,113,201,215,220], which consequently affects a wide range of variables: intrinsic motivation [25,180], autonomy [25,26,114], empathy [220], performance [26,114,126], game enjoyment [217], loyalty [215] and player experience [25,114,138,201,220].…”

Section: Related Work 21 Avatar Customizationmentioning

confidence: 96%

“…It has also been shown that players remember more game features-such as spatial features of landmarks and characteristics of NPCs-when playing with customized avatars [175]. Teng [215] examined how customizing avatars' transient aspects in MMORPGs impact identification and loyalty with the game. The study found that customizing these items (e.g., clothes, shoes, etc.)…”

Section: Related Work 21 Avatar Customizationmentioning

confidence: 99%

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Audio Matters Too: How Audial Avatar Customization Enhances Visual Avatar Customization

Kao,

Ratan,

Mousas

et al. 2022

Preprint

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Avatar customization is known to positively affect crucial outcomes in numerous domains. However, it is unknown whether audial customization can confer the same benefits as visual customization. We conducted a preregistered 2 x 2 (visual choice vs. visual assignment x audial choice vs. audial assignment) study in a Java programming game. Participants with visual choice experienced higher avatar identification and autonomy. Participants with audial choice experienced higher avatar identification and autonomy, but only within the group of participants who had visual choice available. Visual choice led to an increase in time spent, and indirectly led to increases in intrinsic motivation, immersion, time spent, future play motivation, and likelihood of game recommendation. Audial choice moderated the majority of these effects. Our results suggest that audial customization plays an important enhancing role vis-à-vis visual customization. However, audial customization appears to have a weaker effect compared to visual customization. We discuss the implications for avatar customization more generally across digital applications. CCS CONCEPTS• Human-centered computing → Empirical studies in HCI.

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Section: Related Work 21 Avatar Customizationmentioning

confidence: 96%

Section: Related Work 21 Avatar Customizationmentioning

confidence: 99%

Audio Matters Too: How Audial Avatar Customization Enhances Visual Avatar Customization

Kao,

Ratan,

Mousas

et al. 2022

Preprint

View full text Add to dashboard Cite

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“…Definition of a Gamer: gamers like to compete in a game in which they are interested [5] and they enjoy the immersive experience of fluidity and concentration. It forms a connection to the story of the game that gives a great enjoyment to playing [6]. It is a person who plans to play different games to give himself an edge over his opponents and to use it to win.…”

Section: Gamers' Total Experiencementioning

confidence: 99%

Gamers’ Total Experience and Game Motivation for Further Education Digital Manpower

Pornpongtechavanich¹,

Nilsook²,

Wannapiroon³

2023

Int. J. Emerg. Technol. Learn.

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Digital Manpower is very necessary in Thailand today as the growth of technology continues to increase. For example, tech giant Gartner has announced new technology trends every year including 2022, announcing the following technology trends: Total Experience, Composable Application, Decision Intelligence, Hyperautomation, Distributed Enterprises, Autonomic Systems, Generative AI, AI Engineering etc. The application of technology in daily life is increasing. The development of Digital Manpower is therefore very important in order to increase the knowledge and expertise of the country's people in technology. From the statistics, the country has increased internet usage in many ways. For example, from the statistics in 2021, Thai children playing games were number 1 in the world, and in 2022, Thai children playing games are in 2nd place in the world. But the problem faced with Thai education today is that children like to play games and think that they can study in the field of computers. But, in fact, students are not directed into the technology field taking into account their own aptitudes. causing the study to be not fully effective and some leave their courses midway. Therefore, this research is interested in the confirmation factors of children playing games by collecting data on Gamers' Total Experience and Game Motivation in order to analyze the data and discover the confirmation factors that direct the admissions to various computer disciplines. What direction and aptitude do you need to be able to enter a group of computer science disciplines in order to become a Digital Manpower in the country's future development. The researcher has collected data from a sample of 630 people from all six groups in computer science. The confirmation factor was analyzed by the LISREL program. It was found that each group of computer disciplines had different confirmation factors.

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“…To be able to choose the game character's looks and characteristics is one of the predictors of identification with it. Several studies have shown that being able to customize a game character (in terms of appearance or specialties) positively predicts identification with it (Kim et al 2012, Turkay and Kinzer 2014, Liao et al 2019, Pimentel and Kalyanaraman 2020, Green et al 2021, Teng 2021. Researchers depended on the self-discrepancy perspective while explaining the findings.…”

Section: Customizability Of the Game Charactermentioning

confidence: 99%

“…Identification with the game character may also predict game-related intentions or doings. For instance, it was shown that identification with the game character positively predicted intention to buy game-related items (Park and Lee 2011) and loyalty to games (Teng 2021). Some variables may relate identification with the game character to future intentions and doings.…”

Section: Intention To Continue Playing Game-related Spendingmentioning

confidence: 99%

Identification with Game Characters: Theoretical Explanations, Predictors, and Psychological Outcomes

İSKENDER

2023

Psikiyatride Güncel Yaklaşımlar

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This review investigates theoretical explanations, predictors, and psychological outcomes of identification with game characters. Theoretical explanations depended on Cohen’s conceptualization of identification with media characters, wishful identification, similarity identification, embodied presence concepts, self-perception, self-discrepancy, and social identity theories. Predictors included customizability, how the character is perceived (ideal, attractive, similar, real), narrative, immersion, presence, age, time spent playing/playing history, player’s psychological characteristics, and perceived performance. Psychological outcomes included enjoyment, flow experience, addiction, problematic gaming, playing motivations, self-efficacy, competence, short-term outcomes (change in aggression, empathy), intention to continue playing, game-related spending, social identification, and in-group bias. The self-discrepancy perspective provides the most prevalent explanation, which proposes that game characters are closer to players’ ideal selves, and identification with the game character reduces their self-discrepancies. However, the social identity perspective offers more overarching explanations discussing identification with game-related groups (groups created within the game and game community) and the game character together, thus pointing to a bigger picture where players develop social identities through interaction with game-related groups. Therefore, unlike other explanations discussing game character identification as a temporary experience, the social identity perspective indicates it may be a lasting experience. Regarding predictors, only two were game-related (customizability, narrative), while most were player-related (e.g., age, time spent playing, player’s psychological characteristics), which might show that player characteristics deserve more attention than the game itself to understand the identification process. Concerning psychological outcomes, while two were positive (enjoyment, flow experience) and two were negative (addiction, problematic gaming), most had various aftermaths, such as a short-term outcome of an increase in aggression or empathy.

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How can avatar’s item customizability impact gamer loyalty?

Cited by 17 publications

References 57 publications

Audio Matters Too: How Audial Avatar Customization Enhances Visual Avatar Customization

Audio Matters Too: How Audial Avatar Customization Enhances Visual Avatar Customization

Gamers’ Total Experience and Game Motivation for Further Education Digital Manpower

Identification with Game Characters: Theoretical Explanations, Predictors, and Psychological Outcomes

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