Clothing the Virtual Self: An Exploration of the Purchase and Use of Virtual Apparel by Gamers

The purpose of this study was to explore consumers' experiences with purchasing virtual apparel-related items in MMOGs. Two objectives were developed to address the purpose: (1) to understand the reasons for purchasing virtual apparel for video game characters among gamers, and (2) to explore how this apparel communicates identity, both on and offline. Symbolic interaction theory (Mead, 1934) was used in combination with identity theory (Stryker & Burke, 2000) as the lens through which an understanding of how gamers “acquire identities through social interaction” (Roach-Higgins & Eicher, 1992, p. 5) using apparel-related items for their character in the game setting.