Appearance and Ability: The Impact of Different Types of Avatar Customization

• In Event: Processes Underlying Communication Technology Use

Abstract

In this study, the difference between appearance customization and appearance customization was parsed with an experiment. Appearance customization was much more effective in increasing positive attitudes toward content as well as increasing the likelihood of making a microtransaction. Notably, identification with the avatar was the critical mechanism for these outcomes and appearance customization and ability customization had diverging effects on the potential mediators. This study cultivates an understanding of e-commerce and microtransactions such that the gaming industry, game consumers and other online merchants, may adopt different game design strategies to in buying and selling games.

Author

• Ryan Rogers, Marist College