Ideal-self avatar or real-self avatar? The influence of consumer self-avatar preferences on their behavior in the retail metaverse context

In the metaverse, individuals’ identities may differ significantly from their real-world identities due to the ability to replace their physical forms with different avatars. This can result in distinct behavioral patterns in the metaverse. Previous research on avatars has primarily focused on retailer avatars and their use in marketing strategies. There is no clear understanding of the impact of consumers’ self-avatar preferences on their presence and behavioral performance in retail metaverse context. Based on the principles of role theory in psychology and social presence theory in media science, this study utilizes structural equation modeling and bootstrapping analysis to explore the impact of consumers’ self-avatar preference on their behavior in the retail metaverse. We conducted a study on the behavioral performance of 494 individuals in the retail metaverse using an online survey platform. The results showed that: (1) choosing a more idealized avatar had a positive impact on consumers’ presence, both social and cognitive. (2) Consumers’ social presence and cognitive presence had a positive effect on their behavioral willingness. (3) Consumers’ social presence and cognitive presence partially mediated the relationship between their ideal-self avatar preference and behavioral willingness. Thus, consumers’ avatars can represent their desired roles or statuses, a decision that affects an individual behavior in the virtual world. The choice of a more idealized avatar has a positive impact on consumers’ presence, and positively influences consumers’ behavioral willingness through the mediating role of presence. This study will expand the theoretical framework of avatar and presence theory, and provide an extended reflection on role theory in the real world.