Task-technology fit and individual performance
MIS Quarterly
Issues and opinion on structural equation modeling
MIS Quarterly
CyberPower: The Culture and Politics of Cyberspace and the Internet
CyberPower: The Culture and Politics of Cyberspace and the Internet
Possible Worlds: The Social Dynamic of Virtual Reality Technology
Possible Worlds: The Social Dynamic of Virtual Reality Technology
Developing and Validating Trust Measures for e-Commerce: An Integrative Typology
Information Systems Research
Real-Time Finite Element Modeling for Surgery Simulation: An Application to Virtual Suturing
IEEE Transactions on Visualization and Computer Graphics
Information Systems Research
International Journal of Human-Computer Studies
Journal of Management Information Systems
Deception in cyberspace: A comparison of text-only vs. avatar-supported medium
International Journal of Human-Computer Studies
Retail spatial evolution: paving the way from traditional to metaverse retailing
Electronic Commerce Research
Information Systems Research
Identification with the player character as determinant of video game enjoyment
ICEC'07 Proceedings of the 6th international conference on Entertainment Computing
The influence of self-discrepancy between the virtual and real selves in virtual communities
Computers in Human Behavior
Information and Management
IT-driven identity work: Creating a group identity in a digital environment
Information and Organization
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As broadband Internet access and virtual reality technology rapidly expand, virtual worlds and three-dimensional avatars will become more pervasive and widely adopted. In virtual worlds, people assume an identity as an avatar and interact with each other. The objective of this study is to theorize how users form attitudes and intentions regarding avatars in realistic, task-focused virtual world settings. To investigate these effects, this study proposes a conceptual framework based on dual-congruity perspectives (self-congruity and functional congruity). The results show that the more closely an avatar resembles its user, the more the user is likely to have positive attitudes (e.g., affection, connection, and passion) toward the avatar, and the better able to evaluate the quality and performance of apparel products. In the end, these positive attitudes toward an avatar and its usefulness positively affect users' intentions to use the avatar. Based on this study, we propose that avatars representing users' actual appearance may be helpful in experiencing and evaluating some business areas related to users' lives in the real world (e.g., virtual apparel shopping, matchmaking, plastic surgery, fitness clubs, etc.); utilization of such avatars may be a new business opportunity likely to thrive in virtual worlds.