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Social and Psychological Aspects

Actualizing Yourself Through Avatars: A Preliminary Study on Avatar-self Congruity

Authors
  • Ziyou Jiang orcid logo
  • Matthew Cates
  • Jewon Lyu orcid logo (University of Georgia)

Abstract

Grounded in Self-Congruity Theory, this study explores how avatar customization impacts self-congruity, attachment, and liminality, and their subsequent influence on users’ attitudes toward virtual fashion items. A preliminary survey of 83 Gen Z participants was conducted. Using PLS-SEM, results revealed that avatar customization positively influenced actual and ideal self-avatar congruity, with ideal self-avatar congruity significantly enhancing self-actualization and liminality. The relationships between self-actualization and attachment to the avatar, as well as between liminality and attachment, highlight the emotional connection users develop with their avatars. This attachment, in turn, positively influences users’ attitudes toward virtual products used to decorate their avatars. Findings of the present study elaborate the necessity to offer extensive customization options, which may influence the users’ intention to purchase digital products through self-actualization and congruity with the avatar created.

Keywords: avatar, digital fashion, self-congruity, attachment, liminality, attitude

How to Cite:

Jiang, Z., Cates, M. & Lyu, J., (2025) “Actualizing Yourself Through Avatars: A Preliminary Study on Avatar-self Congruity”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18841

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Published on
2025-01-19

Peer Reviewed