From Virtual Identity to Real-Life Intentions: Avatar Identification and Health Intentions through Immersion and Enjoyment

Abstract

Digital games are a more powerful medium that may condition the psychological experience of the players and behavioral intentions. This paper focuses on how identification with player avatars affects behavioral intentions (exercise intention and healthy food intention) regarding health-related behaviors using immersion and enjoyment as the mediating variables. Based on the avatar identification and player engagement theories, the paper hypothesizes that greater identification with the game avatars will positively affect the immersive experiences and enjoyment by the players, which subsequently can lead to intentions of users to change to healthier lifestyle behaviors. The survey questionnaire was a structured survey questionnaire that the researcher used to gather data on 326 active gamers. The measurement model proved to have good reliability and internal consistency of all the constructs used. Correlation and regression analyses were performed, and a mediation analysis was done with the PROCESS macro by Hayes (Model 4), which bootstraps. The findings suggest that player avatar identification is a significant predictor of immersion and enjoyment, whereas immersion and enjoyment have a positive impact on exercise intention and healthy food intention. Moreover, the mediation analysis proves that the relationship between player avatar identification and health-related behavioral intentions has significant mediating variables of immersion and enjoyment. These results indicate that psychological interactions with avatars and favorable gaming experiences may not only be confined to the virtual realm, but the experiences can be used to change intentions in players to adopt more health behaviors in the real world.

Keywords: Avatar Identification, Immersion, Enjoyment, Exercise Intention, Healthy Food Intention, Gaming Psychology