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Exploring the association between the Proteus effect and intention to play massive multiplayer online role-playing games (MMORPGs)

Exploring the association between the Proteus effect and intention to play massive multiplayer... Massive multiplayer online role-playing games (MMORPGs) are representative metaverse games that are thriving in academia and the industry. This study aims to develop an integrated model based on Yee's motivations and the Proteus effect to explore individuals' intentions of playing MMORPGs.Design/methodology/approachThe data were gathered by conducting an online survey (n = 441) for the players of World of Warcraft, an MMORPG. The collected data were analyzed with a structural equation model.FindingsThe outcomes of this research reveal that the Proteus effect positively influenced the intentions of the players to play the game via mediations of social, immersion, achievement motivations and enjoyment. Furthermore, the players influenced by the Proteus effect, which enables avatar embodiment and identification, exhibited a stronger intention to play MMORPGs.Originality/valueThis research is one of the first attempts to establish a theoretical framework involving the Proteus effect and Yee's motivations. In addition, the findings of this study imply that the Proteus effect should be considered when investigating the individual experience of metaverse games. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Exploring the association between the Proteus effect and intention to play massive multiplayer online role-playing games (MMORPGs)

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References (120)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-07-2022-0487
Publisher site
See Article on Publisher Site

Abstract

Massive multiplayer online role-playing games (MMORPGs) are representative metaverse games that are thriving in academia and the industry. This study aims to develop an integrated model based on Yee's motivations and the Proteus effect to explore individuals' intentions of playing MMORPGs.Design/methodology/approachThe data were gathered by conducting an online survey (n = 441) for the players of World of Warcraft, an MMORPG. The collected data were analyzed with a structural equation model.FindingsThe outcomes of this research reveal that the Proteus effect positively influenced the intentions of the players to play the game via mediations of social, immersion, achievement motivations and enjoyment. Furthermore, the players influenced by the Proteus effect, which enables avatar embodiment and identification, exhibited a stronger intention to play MMORPGs.Originality/valueThis research is one of the first attempts to establish a theoretical framework involving the Proteus effect and Yee's motivations. In addition, the findings of this study imply that the Proteus effect should be considered when investigating the individual experience of metaverse games.

Journal

Internet Research – Emerald Publishing

Published: Feb 1, 2024

Keywords: Metaverse; MMORPG; World of warcraft; Proteus effect; Yee's motivations

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