The Influence Of Self-identity Of MMO Gamers On Avatar Identity ——The Mediating Effect Of Immersion Motivation

MMO game that is massively multiplayer online game,English full name Massive Multiplayer Online Game,generally refers to any network game server can provide a large number of MMO player（around 1000）at the same time,online games,also known as massively multiplayer online game.MMO players create avatars in their games.Players identify with the avatar,see it as another version of themselves,and spend time,energy,and money on it in order to have a better game experience.This study examines the impact of MMO players’ self-identity on avatar identity.In MMO games,immersion is the primary source of the MMO player experience.In Van Looy’s concept of avatar identity,MMO players experience a sense of "oblivion" in which they forget the real world,the real self becomes blurred,and they perceive themselves as one with their avatar.This experience is similar to immersion.Therefore,this study assumes that immersion motivation plays a mediating role in the influence of self-identity on avatar identity,and discusses the relationship among self-identity,avatar identity,and immersion motivation.This study used the "self-identity scale","network game motivation scale" of "immersed motivation subscales","the avatar identity scale" as a research tool,included 278 MMO game MMO player as subjects,using the descriptive statistics,single factor analysis of variance,regression analysis and other statistical methods to analyze the data,The results are as follows:1.Descriptive statistics show that the self-identity score of MMO players in this study is lower than the middle level,and the distribution is relatively concentrated.The immersion motivation score of MMO players is higher than the overall level,and the score in each dimension is exploration,role playing,customization,escapism.MMO players’ avatar identity scores are above average,with similarity identification,presence identification,idealization identification in all dimensions.2,2.This study of MMO game MMO player’s self-identity,immersed motivation,avatar identity has carried on the correlation test,the results showed that MMO player’s self-identity and incarnate identity has significant negative correlation,MMO player’s self-identity and immersion motives into significant negative correlation,MMO players immersed motivation and incarnate identity and its each dimension has significant positive correlation.3.This study motivations of MMO player’s self-identity,immersion,avatar identity has carried on the multiple regression analysis,the results showed that MMO player’s self-identity has significantly negative prediction function to the avatar identity,MMO player’s self-identity has significantly negative prediction function to the immersion motivation,MMO player lost motivation to incarnate identity a significant positive prediction function.According to correlation test and multiple regression analysis,the hypothesis model of this study is proved to be valid.4.This study specifically discusses the mediating role of immersion motivation.Immersion motivation plays a partial mediating role in the influence of self-identity on avatar identity,and the mediating effect accounts for 8.127% of the total effect,proving the establishment of the mediation model assumed in this study.