Identification to the Avatar in a Commercial 3D Virtual World : A Dynamic Perspective

Poncin, Ingrid;Garnier, Marion
(2013) European Advances in Consumer Research — Vol. 10, p. 71-81 (2013)

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Abstract
Avatars are a key factor for immersion in a consumption experience. Though, little is known about the customer-avatar relationship in a commercial context through time. Two studies were conducted. Findings relate to understanding ongoing avatar personalization, influence of identification on immersion and satisfaction, and the specific identification-immersion relationship throughout time.
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Poncin, I., & Garnier, M. (2013). Identification to the Avatar in a Commercial 3D Virtual World : A Dynamic Perspective. European Advances in Consumer Research, 10, 71-81. https://hdl.handle.net/2078.5/189108 (Original work published 2013)