{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,20]],"date-time":"2026-01-20T07:57:20Z","timestamp":1768895840603,"version":"3.49.0"},"reference-count":76,"publisher":"Emerald","issue":"6","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,12,9]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>The metaverse enables users to create their own avatars in a shared virtual space, giving rise to a new avatar personality that differs from their real-self personality. The aim of this research is to explore how users' real-self and avatar personalities may affect their behavioral engagement and satisfaction in the metaverse context.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>This research applies self-discrepancy theory to investigate how the big five traits of both real-self and avatar personalities influence users' engagement and satisfaction in the metaverse. The present research employed a mixed-methods approach, beginning with a qualitative study to identify prevalent personality cues among users on metaverse social media platforms. Subsequently, a quantitative study was conducted to further validate the findings of the qualitative study.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The results indicated that avatar personality scored higher than the real-self personality in the dimensions of openness, conscientiousness and extraversion, while scored lower in the dimensions of agreeableness and neuroticism. Both real-self and avatar personality traits positively influenced metaverse satisfaction via behavioral engagement in the metaverse. Notably, avatar personality traits had a stronger impact on behavioral engagement compared to real-self personality traits, which further influence metaverse satisfaction.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Practical implications<\/jats:title>\n                    <jats:p>The present study offers practical insights for metaverse developers and managers to enhance user satisfaction by focusing on users\u2019 big five traits of both real-self and avatar personality. It suggests implementing personalized tools, organizing personality-based social activities and other initiatives to encourage user\u2019s behavioral engagement and ultimately enhance metaverse satisfaction.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>Unlike existing research that concentrates on a single facet of personality traits, this research employs a mixed-methods approach to conceptualize users' real-self personality and avatar personality, further exploring their impacts on metaverse satisfaction.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/intr-01-2024-0018","type":"journal-article","created":{"date-parts":[[2024,11,25]],"date-time":"2024-11-25T01:05:17Z","timestamp":1732496717000},"page":"2366-2391","source":"Crossref","is-referenced-by-count":5,"title":["Does personality matter? Understanding the impacts of real-self and avatar personality traits on metaverse satisfaction"],"prefix":"10.1108","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1864-814X","authenticated-orcid":true,"given":"Shuiqing","family":"Yang","sequence":"first","affiliation":[{"name":"School of Management, Zhejiang University of Finance and Economics , ,","place":["Hangzhou, China"]}]},{"ORCID":"https:\/\/orcid.org\/0009-0008-9088-7122","authenticated-orcid":true,"given":"Kang","family":"Lin","sequence":"additional","affiliation":[{"name":"School of Management, Zhejiang University of Finance and Economics , ,","place":["Hangzhou, China"]}]},{"given":"Xi","family":"Wang","sequence":"additional","affiliation":[{"name":"Center for Digital Economy Research and Development, National Development and Reform Commission , ,","place":["Beijing, China"]}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4538-5050","authenticated-orcid":true,"given":"Yixiao","family":"Li","sequence":"additional","affiliation":[{"name":"School of Management, Zhejiang University of Finance and Economics , ,","place":["Hangzhou, China"]}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5960-9932","authenticated-orcid":true,"given":"Yuangao","family":"Chen","sequence":"additional","affiliation":[{"name":"School of Management, Zhejiang University of Finance and Economics , ,","place":["Hangzhou, China"]}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5000-2467","authenticated-orcid":true,"given":"June","family":"Wei","sequence":"additional","affiliation":[{"name":"College of Business, George A. 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