Exploring the Relationship Between Avatar Ego Types and Communication: A Comparative Study of South Korea and the United States Based on the Expectation Confirmation Model

This research explores the significance of avatar communication in the virtual world, where individuals can create new identities and establish relationships beyond real-world limitations. Avatar users engage in virtual interactions to fulfill their desires, enjoy entertainment, and experience surrogate satisfaction. This study integrates the Expectation Confirmation Model (ECM) and Impression Management Theory (IMT) to investigate the impact of various avatar ego types on communication satisfaction and continued intention to use. Two surveys (