From efficiency to immersion: understanding generational differences in avatar interactions

Abstract

This study uses socioemotional selectivity theory to examine how the core typology of avatar design, both in form and behavioral realism, impacts consumer interactions across generations. Understanding avatar design influence is essential as it increasingly shapes online consumer experiences. Although research exists, the combined effects of form and behavioral realism on consumer interaction responses remain underexplored. Through in-depth interviews with 45 participants across Generations X, Millennials (Y), and Z, this research identifies key design elements that enhance avatar design. Findings indicate that the spatial dimension of avatars, including variations in shape, significantly contributes to form realism. Additionally, behavioral elements such as communication modalities, competence, empathy, and dynamic interactions enhance behavioral realism. Also, we find significant differences in the cognitive, affective, and behavioral responses to avatar interaction across generations. These interactive responses are also influenced by contingency factors such as inter-avatar dynamics, media channel preferences (mobile versus fixed devices), and privacy risk. We propose a framework for aligning avatars’ design typology to enhance consumer interaction, offering valuable insights for marketers and designers aiming to optimize avatar-driven experiences across age groups.