Virtual world continuance intention

Virtual worlds face stiff competition and the threat of a high user attrition rate. While considerable research has investigated factors for continued use of virtual worlds, there has been little attention on how users' embodiment in virtual worlds (i.e., avatars) affect this important cognitive decision. We developed a research model drawing on self-awareness theory and presence, to explain how user continuance intention may be influenced by avatars, in particular self-similar ones. Through a survey with 209 virtual world users, we tested our research model using structural equation modeling. Results indicate that avatar-self similarity positively affects continuance intention through self-awareness and self-presence. The findings verify that avatar characteristics influence post-adoption behavior and emphasize the importance of user autonomy in design. (C) 2017 Elsevier Ltd. All rights reserved.