Playing the Self, Paying the Price: A Dual-Path Model of Avatar Identification and Online Game Consumption.

With the rapid expansion of the online gaming market, understanding the psychological mechanisms underlying player consumption behavior has become increasingly important. This study investigates how online game players' identification with virtual avatars is associated with perceived consumption value and, in turn, with gaming experience and in-game spending. Two substudies were conducted with a total of 669 participants. Study 1 employed a questionnaire-based survey to examine the relationships among core variables. Study 2 targeted players of Honor of Kings, a widely popular online game, to further test the proposed mediation model. The findings indicate that avatar identification significantly predicts perceived enjoyment through two mediators, specifically visual authority value and character competence value, which in turn are associated with players' consumption behaviors. Furthermore, the association between identification with a specific avatar and consumption intention provides additional support for the proposed mediation pathways. This research contributes to an "Identification-Value-Experience" framework for understanding online game consumption, suggesting that avatars serve not only as extensions of the self but also as sources of perceived value relevant to enjoyable gaming experiences and consumer decision-making. Practical implications are discussed for game developers aiming to optimize user experience and inform monetization strategies.