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Does personality matter?: Understanding the impacts of real-self and avatar personality traits on metaverse satisfaction
Journal article   Peer reviewed

Does personality matter?: Understanding the impacts of real-self and avatar personality traits on metaverse satisfaction

Shuiqing Yang, Kang Lin, Xi Wang, Yixiao Li, Yuangao Chen and June Wei
Internet research, Vol.35(6), pp.2366-2391
12/09/2025
DOI: https://doi.org/10.1108/INTR-01-2024-0018
Web of Science ID: WOS:001363061400001

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6 Times Cited - Web of Science

Abstract

Purpose - The metaverse enables users to create their own avatars in a shared virtual space, giving rise to a new avatar personality that differs from their real-self personality. The aim of this research is to explore how users' real-self and avatar personalities may affect their behavioral engagement and satisfaction in the metaverse context. Design/methodology/approach - This research applies self-discrepancy theory to investigate how the big five traits of both real-self and avatar personalities influence users' engagement and satisfaction in the metaverse. The present research employed a mixed-methods approach, beginning with a qualitative study to identify prevalent personality cues among users on metaverse social media platforms. Subsequently, a quantitative study was conducted to further validate the findings of the qualitative study. Findings - The results indicated that avatar personality scored higher than the real-self personality in the dimensions of openness, conscientiousness and extraversion, while scored lower in the dimensions of agreeableness and neuroticism. Both real-self and avatar personality traits positively influenced metaverse satisfaction via behavioral engagement in the metaverse. Notably, avatar personality traits had a stronger impact on behavioral engagement compared to real-self personality traits, which further influence metaverse satisfaction. Practical implications - The present study offers practical insights for metaverse developers and managers to enhance user satisfaction by focusing on users' big five traits of both real-self and avatar personality. It suggests implementing personalized tools, organizing personality-based social activities and other initiatives to encourage user's behavioral engagement and ultimately enhance metaverse satisfaction. Originality/value - Unlike existing research that concentrates on a single facet of personality traits, this research employs a mixed-methods approach to conceptualize users' real-self personality and avatar personality, further exploring their impacts on metaverse satisfaction.

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