How Avatar Identification Affects Enjoyment in the Metaverse: The Roles of Avatar Customization and Social Engagement

Despite growing interest in studying the metaverse, a theory-driven investigation into the factors that contribute to an enjoyable metaverse experience remains scarce. The current study examined the impacts of avatar identification, social engagement, and avatar customization on users' enjoyment of the metaverse based on the impression management theory. A total of 301 metaverse users were recruited for the study. The hypothesized models of mediation effect of social engagement and moderation effect of avatar customization were tested between avatar identification and enjoyment. Results indicated that social engagement mediates the relationship between avatar identification and enjoyment in metaverse participation. Furthermore, the significant moderation effect implied that the degree of avatar customization affected the relationship between avatar identification and enjoyment in the metaverse. Empirical evidence from this study contributes to theorizing the transformative role of social engagement and conditional effects based on avatar customization in shaping a positive emotion (i.e., enjoyment) from a metaverse experience. The findings allow researchers and practitioners to gain an initial understanding of the factors contributing to a favorable metaverse experience.