An analysis of correlations of users' attitudes toward avatars and identity play

identity play와 플레이어 태도에 관한 상관 연구

  • Received : 2017.11.13
  • Accepted : 2017.12.20
  • Published : 2017.12.20


Since the study by Turkle(1995), the concept of identity play in MMORPGs has been employed primarily to explain the reflection of users' identity in the avatar creation process in online games. This study attempts to conceptualize the identity play of the design process in which the user uses the avatar customizing system to create an avatar in the virtual world. This research verified the model of identity play through players' avatars, a model of the components of identity play constructed. The aims of this study pursued through an analysis of correlations of users' attitudes toward avatars. This study performed structural equation modeling to verify hypotheses about the variables that affect online identity play.


Supported by : National Research Foundation of Korea


  1. Turkle, S. (1984) "The Second Self: Computers And The Human Spirit", New York: Simon & Schuster.
  2. Turkle, S. (1995) "Life on the screen: Identity in the Age of the Internet", New York: Simon & Schuster.
  3. Turkle, S. (1999) "Looking toward cyberspace: beyond grounded sociology", Contemporary Sociology, vol. 28, no. 6, pp. 643-648.
  4. Kafai, Y. B., Fields, D. and Cook, M. S. (2010) "Your Second Selves: Player-Designed Avatars", Games and Culture, vol. 5, no. 1, pp. 23-42.
  5. Ducheneaut, N., Wen, M., Yee, N. and Wadley, G. (2009) "Body and Mind: A Study of Avatar Personalization in Three Virtual Worlds", CHI09, pp. 1151-1160.
  6. Teng, Ching-I. (2010) "Customization, immersion satisfaction, and online gamer loyalty", Computers in Human Behavior, vol. 26, no. 6, pp. 1541-1554.
  7. Yee, N. (2006) "Motivations for playing online game" CyberPsychology & Behavior, vol. 9, no. 6, 772-775.
  8. Donath, J. S. (1999). "Identity and deception in the virtual community", In M. A. Smith & P. Kollock (Eds.), Communities in cyberspace (pp. 27-60). London: Routledge.
  9. Bessiere, K., Seay, F. and Kiesler, S. (2007) 'The Ideal Elf: Identity Exploration in World of Warcraft", CyberPsychology & Behavior, vol. 10, no 4, pp. 530-535.
  10. Yee, N. and Bailenson, J. (2007) "The Proteus Effect: The Effect of Transformed Self-Representation on Behavior", Human Communication Research, vol 33, pp. 271-290.
  11. Hussain, Z. and Griffith, M. (2008) "Gender swapping and socializing in cyberspace", CyberPsychology & Behavior, vol. 11, no. 1, pp. 47-53.
  12. Goffman, E. (1974) "On face-work: An analysis of ritual element in social interaction", In B. G. Blount (Ed.), Language, culture and society: A book of readings (pp. 224-249). Cambridge, MA: Winthrop Publishers, Inc.
  13. Taylor, T. L. (2003) "Multiple pleasures: women and online gaming", Convergence, vol 9, no 1, pp. 21-46.