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The impact of avatar attractiveness and customization on online gamers’ flow and loyalty


  • Nadeem, Riba
  • Kazmi, Aliya
  • Jawaid, Rubab
  • Arif, Syed Mohsin


This study aims to examine the factor the avatar attractiveness and customization influencing online gamer flow and loyalty. The data were collected from 501 students from Karachi, mainly the students of Iqra University through online questionnaire for analyzing the research. The model PLS-SEM partial least square was used. We use regression analysis to analyze the association between variables. This study finds that avatar customization fuels avatar identification, which is to turn creates flow and loyalty in online game. This study also apply social identity and flow theories to explain how avatar attractiveness and customization contribute to online gamers flow and loyalty. The limitation of the study is we have conducted this research in Iqra University, second limitation is we have conducted research on 500 people. As it was online survey so most of the people take it for granted so result could be fluctuated. Furthermore, researchers should extend this study and can add more market generated content according to respondent’s desires into research model to engage more and more online gamers.

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  • Nadeem, Riba & Kazmi, Aliya & Jawaid, Rubab & Arif, Syed Mohsin, 2020. "The impact of avatar attractiveness and customization on online gamers’ flow and loyalty," MPRA Paper 104436, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:104436

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    References listed on IDEAS

    1. Wasim Qazi & Syed Ali Raza & Komal Akram Khan, 2020. "The contradiction between self-protection and self-presentation on knowledge sharing behaviour: evidence from higher education students in Pakistan," International Journal of Knowledge and Learning, Inderscience Enterprises Ltd, vol. 13(3), pages 246-271.
    2. Asadullah Khaskheli & Yushi Jiang & Syed A. Raza & Muhammad A. Qureshi & Komal A. Khan & Javeria Salam, 2020. "Do CSR activities increase organizational citizenship behavior among employees? Mediating role of affective commitment and job satisfaction," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2941-2955, November.
    3. Marchand, André & Hennig-Thurau, Thorsten, 2013. "Value Creation in the Video Game Industry: Industry Economics, Consumer Benefits, and Research Opportunities," Journal of Interactive Marketing, Elsevier, vol. 27(3), pages 141-157.
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    More about this item


    Avatar Attractiveness; Online Gamers; Self-Identity; Loyalty; Higher Education; PLS-SEM.;
    All these keywords.

    JEL classification:

    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions


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