Exploring the Relationship Between Avatar Ego Types and Communication: A Comparative Study of South Korea and the United States Based on the Expectation Confirmation Model

Abstract

This research explores the significance of avatar communication in the virtual world, where individuals can create new identities and establish relationships beyond real-world limitations. Avatar users engage in virtual interactions to fulfill their desires, enjoy entertainment, and experience surrogate satisfaction. This study integrates the Expectation Confirmation Model (ECM) and Impression Management Theory (IMT) to investigate the impact of various avatar ego types on communication satisfaction and continued intention to use. Two surveys (n = 600) were administered using South Korean and American samples. The results suggest a significant relationship between expectancy confirmation and perceived usefulness. Specifically, high perceived usefulness leads to increased communication satisfaction. Also, when pre-experience expectancy confirmation is low, it positively affects communication satisfaction. In addition, the study highlights differences between Western and Eastern cultural contexts in avatar ego type’s expression. This study contributes to the understanding of virtual interactions, offering theoretical insights through the integration of ECM and IMT. Theoretical and practical implications are discussed. Copyright 2024, Mary Ann Liebert, Inc., publishers.