Sustainability · 2020 · 42 citations · 113 references
Quality Of LifeNew TechnologiesAvatar AnimationAdapted Physical ActivityOnline GamingPublic Health NutritionPervasive GamePsychologyVirtual RealityConsumer BehaviorPublic HealthMultiplayer OnlineGame DesignDigital AvatarsBehavioral SciencesOnline GamesGamificationHealth PromotionUser ExperienceGlobal HealthVirtual WorldsHealth BehaviorLifestyle ChangeArtsVideo Game AddictionVirtual CharacterPlayer Experience
Online gaming, propelled by emerging technologies, is reshaping consumer sustainable lifestyles, with avatars motivating even low‑identification players to pursue physical and learning activities in MMO environments. The study aims to classify how avatars influence consumers’ intentions to exercise and consume healthy food. By integrating social cognitive theory, social determination theory, and player‑avatar identification, the authors examine how immersive experience, self‑presence, enjoyment, and physical motivations affect exercise and healthy‑food intentions toward a sustainable lifestyle. Results indicate that immersive experience, self‑presence, and enjoyment significantly drive consumers’ behavioral intentions toward sustainability.
Online gaming is consistently changing with the use of new technologies and seen as making an impact on consumers’ sustainable lifestyles. The gaming avatars have influenced low avatar identification players to engage in physical and learning activities through massively multiplayer online (MMO) game genre. The fundamental purpose of the study is to classify the association of an avatar with consumer’s behavioural intention for exercise and to consume healthy food. This study incorporates three theories: social cognitive theory (SCT), social determination theory (SDT) and player-avatar identification (PAI) theory to determine its four dimensions’ impact on exercise and healthy food intention to attain a sustainable healthy lifestyle. SCT is related to human cognitive behaviour in the light of immersive experience, self-presence, and enjoyment. SDT related to the physical aspects of consumers that are exercise intention and consumption of healthy food. The results have shown that immersive experience, self-presence and enjoyment do impact the consumer’s behavioural intention towards an individual’s sustainability.
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PLS-SEM: Indeed a Silver Bullet
Joe F. Hair, Christian M. Ringle, Marko Sarstedt · The Journal of Marketing Theory and Practice · 2011 · 20.1K citations