I became an attractive person in the virtual world: Users’ identification with virtual communities and avatars

A number of studies have examined virtual worlds, which can facilitate knowledge sharing, education, and enjoyment, among others. However, no study has provided an insightful research model for evaluating virtual worlds. This study suggests that users’ identification with virtual communities and avatars plays a critical role in the construction of attractive virtual worlds. The proposed model measures the level of the user’s identification with virtual communities, through which the user builds his or her trust in other community members. In addition, the study suggests that users’ identification with avatars is an important element of their satisfaction with virtual worlds. The results indicate that users’ identification with virtual communities as well as avatars can enhance their efficacy and trust and thus facilitate their sustained use of virtual services. The results have important theoretical and practical implications.

► We develop a model that figures out the elements, which bring forth continuous use of 3D virtual products.
► We examine community and avatar identifications as the core elements of using 3D virtual world.
► We conducted surveys with real 3D virtual world users.
► Community and avatar identifications have significant relationships with self and collective efficacies and trust.
► Self efficacy and trust are highly related to continuous use.