The Relationship Among Avatar Characteristic,Avatar Identification And Information Sharing In Role-Playing Game

With the development of Internet socialization,more and more brand manufacturers are exploring how to make use of the interpersonal communication to make more effective promotion for the brand.Unlike physical brands,video games are more like a spiritual brand.Players will be engaged and immersed in the game,which will generate emotional communication with the game content and treat the game content with a more emotional attitude.How to use the virtual emotional environment created by the game to grasp the emotions of the players,promote their behavior? how to complete the user operation of the game? With the development of science and technology,the attention and research on these issues has more important practical significance.This paper takes TGA's annual game The Witcher 3: Wild Hunt(role-playing game)as an example,then uses the questionnaire survey as main research method to explore the relationship between Avatar Characteristic,Avatar Identification,Flow,Loyalty,Information Sharing Willingness and Behavior in role-play games,then build the model about why people sharing game message,which from the game content to the player's psychological changes,ending with the game sharing behavior.At last,the paper explores the differences between each variable in the model for different player types.The results show that interaction,avatar attraction,avatar similarity,and avatar customization all have a positive impact on avatar identification.The avatar identification can directly stimulate the player's information sharing willingness and behavior,and can also be mediated by flow and loyalty.In addition,female players can obtain stronger avatar identification because of good interaction.The game sharing reward does not affect the role of information sharing willing in information sharing behavior.