Avatars as Coping Mechanisms for Body Image Inadequacy: A Snapshot of Generation Z Consumers in the Metaverse

This study explores whether creating and identifying with ideal avatars in the metaverse offers Generation Z a way to address self-discrepancies between their real-world and ideal body images, ultimately improving their self-esteem as an avatar while playing metaverse. It also investigates how this boost in self-esteem as an avatar influences users’ tendencies to purchase virtual products and their loyalty to metaverse platforms. An online survey of ZEPETO users was conducted, and data were analyzed using PLS-SEM. The results confirm that individuals who feel dissatisfied with their body image can enhance their self-esteem through avatar creation in the metaverse. This improvement is facilitated by the alignment between the user and their ideal avatar. Furthermore, the study finds that users with elevated self-esteem due to their avatars are more likely to purchase virtual goods to sustain this positive selfperception, which in turn strengthens their loyalty to the metaverse platform.