How avatars help enhancing self-image congruence

Most users prefer to use avatars to escape from the real-world difficulties and to create their virtual worlds in where they feel more free and controllable. In this sense, virtual worlds reflect the expected personality traits. In parallel, this study focuses on consumers and their avatar using behaviours across self-image congruence theory by examining the congruence among avatars, participants' personality traits, and product-related self-image. This study analyses the responses of 403 individuals collected by an online questionnaire. The study results highlight that male avatars are more attractive than female and anthropomorphic avatars, and consumers mostly prefer male avatars even their genders are female. This study contributes to a better theoretical understanding of consumers' avatar using behaviours from the standpoint of self-image congruence theory. It also complements other studies on the topic of avatars and self-image congruence by providing different methods and ideas that can lead to fur...