Does non-humanlike avatar more attractive? The impacts of avatar types on metaverse satisfaction and participation

The emerging Metaverse allows users to select different types of avatars for social interactions. The mechanism of how the avatar types including humanlike and non-humanlike avatars may influence user behaviour with in metaverse is still unknown. Based on the Proteus effect framework, this research examines the underlying mechanisms through which avatar types influences metaverse satisfaction and participation within the metaverse. A research model was developed and empirical tested using a mixed-methods approach. The results revealed that avatar types have a positive impact on user identification, which subsequently enhances both metaverse satisfaction and participation. No significant relationship was found between avatar types and social psychological distance. However, social psychological distance was found to significantly influence both metaverse satisfaction and participation. Furthermore, user identification and social psychological distance jointly mediate the impacts of avatar types on metaverse outcomes. Notably, the mediation effect was stronger in work-related settings. The current research offers both practical and theoretical implications.