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- W3163275361 endingPage "215824402110157" @default.
- W3163275361 startingPage "215824402110157" @default.
- W3163275361 abstract "Gamers like to socially interact with other players and show off their avatar whenever it is conceivable in performance and appearance. This study aimed to develop a new construct—“Celebrity Avatar”—based on the celebrity endorsement model and player-avatar identification theory and add value to the survey using theory of consumption value (TCV) as a mediating role. As we know, celebrity and avatar identification show a positive influence on consumer behavioral decisions, so celebrity avatars altogether as a new construct showed positive results. The self-brand connection (SBC) and fantasy have a positive effect on the celebrity avatar. We found that four components of TCV, that is, enjoyment value, character competency value, visual character value, and monetary value, are applicable for depicting how celebrity avatars can persuade consumers to buy in-game items." @default.
- W3163275361 created "2021-05-24" @default.
- W3163275361 creator A5030098202 @default.
- W3163275361 creator A5040155282 @default.
- W3163275361 creator A5056610688 @default.
- W3163275361 creator A5070324904 @default.
- W3163275361 creator A5085530052 @default.
- W3163275361 date "2021-04-01" @default.
- W3163275361 modified "2023-09-27" @default.
- W3163275361 title "“Celebrity Avatar” Feasting on In-Game Items: A Gamers’ Play Arena" @default.
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