TY - JOUR
T1 - Interacting in virtual reality
T2 - When the Proteus effect stimulates 3D MMORPG players to buy
AU - Yildiz, Hélène
AU - Reiter, Alan
AU - Vrontis, Demetris
AU - Mouline, Jean Pierre
N1 - Publisher Copyright:
© 2024
PY - 2024/4
Y1 - 2024/4
N2 - Virtual reality is transforming people's behaviour in new online multiplayer games. However, the question of how this technology influences players virtual object purchasing behaviour remains open. To answer this question, this research mobilises the theory of embodiment, the theory of community commitment and the sense of social belonging to explain the behaviour of the embodied gamer. Using a sample of 567 players of massively multiplayer online role-playing games in virtual reality, our study establishes conclusive evidence that player embodiment influences player purchase behaviour. Furthermore, our results reveal the presence of a mediating effect between embodiment and the purchase of virtual objects. In other words, players buy virtual objects because embodiment reinforces their commitment and their sense of belonging to their community. Clearly, this research is the first to propose this model in the field of online multiplayer games. Professionals should exploit these groundbreaking results and democratise virtual reality in games. In addition, it is important that the virtual interfaces deployed in games are more engaging, personalised and community-based.
AB - Virtual reality is transforming people's behaviour in new online multiplayer games. However, the question of how this technology influences players virtual object purchasing behaviour remains open. To answer this question, this research mobilises the theory of embodiment, the theory of community commitment and the sense of social belonging to explain the behaviour of the embodied gamer. Using a sample of 567 players of massively multiplayer online role-playing games in virtual reality, our study establishes conclusive evidence that player embodiment influences player purchase behaviour. Furthermore, our results reveal the presence of a mediating effect between embodiment and the purchase of virtual objects. In other words, players buy virtual objects because embodiment reinforces their commitment and their sense of belonging to their community. Clearly, this research is the first to propose this model in the field of online multiplayer games. Professionals should exploit these groundbreaking results and democratise virtual reality in games. In addition, it is important that the virtual interfaces deployed in games are more engaging, personalised and community-based.
KW - Community commitment
KW - Deindividuation
KW - Embodiment
KW - Projective identification
KW - Proteus effect
KW - Purchase intention
KW - Social belonging
KW - Virtual items
UR - http://www.scopus.com/inward/record.url?scp=85182737704&partnerID=8YFLogxK
U2 - 10.1016/j.techfore.2024.123205
DO - 10.1016/j.techfore.2024.123205
M3 - Article
AN - SCOPUS:85182737704
SN - 0040-1625
VL - 201
JO - Technological Forecasting and Social Change
JF - Technological Forecasting and Social Change
M1 - 123205
ER -