Being immersed: Avatar similarity and self-awareness

Abstract

Online games and virtual worlds provide hours of entertainment for users and billions in revenue for game companies. It is therefore significant to investigate the factors that affect immersion so that virtual environments can be tailored to provide an immersive experience. This study explored mechanisms underlying the relationship between avatar similarity and immersion. Specifically, we examined the effects of avatar appearance similarity, homophily and private self-awareness on immersion. Data from 196 users of Second Life were collected through a web-based survey. The results revealed an important role of self-awareness in mediating the effect of avatar similarity on immersion. More specifically, appearance similarity was found to affect homophily, which heightened self-awareness. Self-awareness, in turn, influenced immersion. Implications for research and practical applications are discussed. © 2012 ACM.