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Paper Type
ERF
Description
The rapid growth of social media platforms in the digital age has led to an explosion of the metaverse, injecting new vitality into avatars. Previous research has mainly focused on the application of avatars in virtual environments, with limited research on the impact of avatar interactions on individuals, except for avatar similarity, customization, and the uncanny valley effect. Considering the positive and negative perceptions brought about by avatars to individuals, we adopted a mixed-methods approach to propose a model that reveals the influencing mechanism of individuals’ perceptions of an avatar on their emotions and behaviors from a holistic perspective. This study contributes to existing knowledge and expands dual-congruity theory. Additionally, the findings have practical implications for managers of metaverse platforms and individuals alike.
Paper Number
1422
Recommended Citation
Cheng, Xusen; Zhang, Shuang; and Mou, Jian, "Hello, Avatar: The impact of avatars on individuals’ emotions and behaviors from three congruity perspectives" (2023). AMCIS 2023 Proceedings. 5.
https://aisel.aisnet.org/amcis2023/vcc/vcc/5
Hello, Avatar: The impact of avatars on individuals’ emotions and behaviors from three congruity perspectives
The rapid growth of social media platforms in the digital age has led to an explosion of the metaverse, injecting new vitality into avatars. Previous research has mainly focused on the application of avatars in virtual environments, with limited research on the impact of avatar interactions on individuals, except for avatar similarity, customization, and the uncanny valley effect. Considering the positive and negative perceptions brought about by avatars to individuals, we adopted a mixed-methods approach to propose a model that reveals the influencing mechanism of individuals’ perceptions of an avatar on their emotions and behaviors from a holistic perspective. This study contributes to existing knowledge and expands dual-congruity theory. Additionally, the findings have practical implications for managers of metaverse platforms and individuals alike.
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