Munich Personal RePEc Archive

The impact of avatar attractiveness and customization on online gamers’ flow and loyalty

Nadeem, Riba and Kazmi, Aliya and Jawaid, Rubab and Arif, Syed Mohsin (2020): The impact of avatar attractiveness and customization on online gamers’ flow and loyalty.

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This study aims to examine the factor the avatar attractiveness and customization influencing online gamer flow and loyalty. The data were collected from 501 students from Karachi, mainly the students of Iqra University through online questionnaire for analyzing the research. The model PLS-SEM partial least square was used. We use regression analysis to analyze the association between variables. This study finds that avatar customization fuels avatar identification, which is to turn creates flow and loyalty in online game. This study also apply social identity and flow theories to explain how avatar attractiveness and customization contribute to online gamers flow and loyalty. The limitation of the study is we have conducted this research in Iqra University, second limitation is we have conducted research on 500 people. As it was online survey so most of the people take it for granted so result could be fluctuated. Furthermore, researchers should extend this study and can add more market generated content according to respondent’s desires into research model to engage more and more online gamers.

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