Social Self Image and Avatar Image in the Virtual World: Focus on Ideal-Self Image and Actual-Self Image

The purpose of this study was to understand the relationship between one's social-self image and Online Avatar image. Influence of these virtual images on one's attitude toward real world and commitment to the virtual world was examined. In addition, the gender difference was examined. A structural equation model with social self image as exogenous variable and influence of Avatar as endogenous variable was designed. Real and ideal Avatar images were the mediating variable in the model. Survey questionnaire was developed and data from 425 respondents were analyzed. Results indicated that the conceptual model was a good fit to the data. Respondents who perceived their social self-images importantly were likely to have real images of Avatars. Ideal image and real image had significant on commitment to virtual world and attitudes toward the real world. For male respondents, social self image had stronger influence on real image of Avatar and ideal image had stronger influence on commitment to virtual world than female respondents.