Exploring the association between the Proteus effect and intention to play massive multiplayer online role-playing games (MMORPGs)

Purpose Massive multiplayer online role-playing games (MMORPGs) are representative metaverse games that are thriving in academia and the industry. This study aims to develop an integrated model based on Yee's motivations and the Proteus effect to explore individuals' intentions of playing MMORPGs. Design/methodology/approach The data were gathered by conducting an online survey ( n = 441) for the players of World of Warcraft, an MMORPG. The collected data were analyzed with a structural equation model. Findings The outcomes of this research reveal that the Proteus effect positively influenced the intentions of the players to play the game via mediations of social, immersion, achievement motivations and enjoyment. Furthermore, the players influenced by the Proteus effect, which enables avatar embodiment and identification, exhibited a stronger intention to play MMORPGs. Originality/value This research is one of the first attempts to establish a theoretical framework involving the Proteus effect and Yee's motivations. In addition, the findings of this study imply that the Proteus effect should be considered when investigating the individual experience of metaverse games.