Identity Experiment in the Metaverse: Making Sense of Zepeto Users’ Avatar Use

Authors

  • Eun-Ju Lee Seoul National University, South Korea
  • Sojeong Park Seoul National University, South Korea
  • Wonjae Lee Korea Advanced Institute of Science and Technology (KAIST), South Korea
  • Hyun Suk Kim Seoul National University, South Korea

Keywords:

authenticity, avatar, Big Five personality traits, identity, metaverse, need for popularity, self-esteem

Abstract

With the proliferation of online platforms that support avatar-based communication, the notion of metaverse has drawn much public attention. Using a mixed-method approach, the current work explores how users experiment with their avatars in Zepeto, a popular metaverse service with millions of users globally. Based on in-depth interviews with South Korean Zepeto users (N = 14), Study 1 examined how individuals construct their self-identity in the virtual world and found that sociocultural constraints of the real world still shape the way they perform their virtual identities. Building upon the findings of Study 1, Study 2 (N = 200) examined how users’ personality traits, self-esteem, and need for popularity predict the multiplicity, malleability, and continuity of virtual identity using an online survey. Results suggest that people create and maintain their virtual identities in reflection of their self-views as well as in pursuit of unfulfilled needs.

Author Biographies

Eun-Ju Lee, Seoul National University, South Korea

ProfessorDepartment of CommunicationSeoul National University1, Gwanak-Ro, Gwanak-Gu, Seoul, Republic of Korea 08826Tel: +82-2-880-6469

Sojeong Park, Seoul National University, South Korea

Research AssociateInstitute of Communication ResearchSeoul National University1, Gwanak-Ro, Gwanak-Gu, Seoul, Republic of Korea 08826

Wonjae Lee, Korea Advanced Institute of Science and Technology (KAIST), South Korea

Associate ProfessorGraduate School of Culture TechnologyKorea Advanced Institute of Science and Technology (KAIST)Daejeon, Republic of Korea 34141

Hyun Suk Kim, Seoul National University, South Korea

Associate ProfessorDepartment of CommunicationSeoul National University1, Gwanak-Ro, Gwanak-Gu, Seoul, Republic of Korea 08826

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Published

2024-07-14

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Section

Articles