Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/47349
Title: Avatar-Driven Deception, Self-Disclosure and Continuance Intention: What has self-awareness to do with these?
Authors: HOOI CHET YEU ROSALIE
Keywords: Avatar, deception, self-disclosure, continuance intention, self-awareness, virtual environment
Issue Date: 28-Mar-2013
Source: HOOI CHET YEU ROSALIE (2013-03-28). Avatar-Driven Deception, Self-Disclosure and Continuance Intention: What has self-awareness to do with these?. ScholarBank@NUS Repository.
Abstract: Virtual worlds and online games have spawned a greater use of avatars. This study examined the influence of self-similar avatars that people are so apt to create, through mediators like self-awareness, self-presence, identifiability and immersion. With data from a web-based survey of 209 users of Second Life, three research models of deception, self-disclosure and continuance intention were proposed and empirically tested using structural equation modelling. Results revealed that avatar-self similarity had varying effects on deception and self-disclosure depending on the mediators. Avatar-self similarity led to greater self-awareness and self-presence, which increased deception and self-disclosure. It also brought about identifiability, which reduced deception and self-disclosure. For continuance intention, avatar-self similarity heightened self-awareness and increased immersion, which intensified the intention to continue use of the medium. The findings contributed to theory-testing, with suggestions for theory-building, expanded the theorisation of the concept of avatar-self similarity and unveiled mechanisms that underlie the relationships.
URI: http://scholarbank.nus.edu.sg/handle/10635/47349
Appears in Collections:Ph.D Theses (Open)

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