“Celebrity Avatar” Feasting on In-Game Items: A Gamers’ Play Arena

Gamers like to socially interact with other players and show off their avatar whenever it is conceivable in performance appearance. This study aimed develop a new construct—“Celebrity Avatar”—based on the celebrity endorsement model player-avatar identification theory add value survey using of consumption (TCV) as mediating role. As we know, positive influence consumer behavioral decisions, so avatars altogether construct showed results. The self-brand connection (SBC) fantasy have effect avatar. We found that four components TCV, is, enjoyment value, character competency visual monetary are applicable for depicting how can persuade consumers buy in-game items.