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



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