Factors Affecting Avatar Customization Behavior in Virtual Environments

Abstract

This research aims to examine the psychology and behavior of users when customizing avatars from the standpoint of user experience and to provide constructive contributions to the Metaverse avatar customization platform. This study analyzed the factors that affect the behavior of user-customized avatars in different virtual environments and compared the differences in public self-consciousness, self-expression, and emotional expression among customized avatars in multiple virtual contexts. Methods: Using a between-subjects experimental design, two random groups of participants were asked to customize avatars for themselves in two contexts, a multiplayer online social game (MOSG) and a virtual meeting (VM). Results: When subjects perceived a more relaxed environment, the customized avatars had less self-similarity, and the subjects exhibited a stronger self-disclosure willingness and enhanced avatar wishful identification; nevertheless, public self-consciousness was not increased. When subjects perceived a more serious environment, the customized avatars exhibited a higher degree of self-similarity, and the subjects exhibited a greater self-presentation willingness, along with enhanced identification of avatar similarity and increased public self-consciousness. Conclusions: Participants in both experiment groups expressed positive emotions. The virtual context affects the self-similarity of user-customized avatars, and avatar self-similarity affects self-presentation and self-disclosure willingness, and these factors will affect the behavior of the user-customized avatar.