I Designed the Avatar Myself: the Role of Implicit Egotism in Virtual Co-Creation
Given the growing importance of the consumer empowerment, consumers have been regarded as value co-creators. This study therefore investigates whether a self-designed avatar generates consumers’ self-associations and the underlying mechanism of a self-designed avatar. These findings lead us to believe that self-designed avatars should be used in order to provide consumers with the novel interactive communication tools.The results show that the “feeling of presence” is crucial for interaction among computers and human and serves as an underlying mechanism while immersing in the virtual world.
Citation:
Crystal Tzuying Lee and Sara H Hsieh (2012) ,"I Designed the Avatar Myself: the Role of Implicit Egotism in Virtual Co-Creation", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: .
Authors
Crystal Tzuying Lee, Department of Business Administration National Cheng-chi University, Taipei, Taiwan
Sara H Hsieh, Department of Business Administration National Cheng-chi University, Taipei, Taiwan
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
Share Proceeding
Featured papers
See MoreFeatured
I’m Just Trying to Help: How Volunteers’ Social Media Posts Alter Support for Charitable Organizations
Michelle Daniels, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Andrea Morales, Arizona State University, USA
Featured
Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption
Praveen Kumar Kopalle, Dartmouth College, USA
Featured
Too Much of a Good Thing? Consumer Response to Changes in Brand Essence
Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA