Avatar Customization Predicts Subsequent Online Social Support and User Satisfaction via Avatar Identification

Avatar-based communication in virtual worlds offers a crucial space for online social support. Such support can be facilitated through avatar customization. However, most platforms, designed primarily for entertainment and attracting numerous users, have not fully examined the relationship between avatar customization and social support. This study provides an integrated explanation of the interplay among avatar customization, avatar identification, and online social support and proposes a practical approach for enhancing user well-being. Drawing on data from a two-wave longitudinal survey with a 9-month interval, conducted among Japanese users of three major avatar communication services (Second Life, ZEPETO, and Pigg Party), we analyzed the longitudinal relationships between these factors. A cross-lagged panel analysis revealed a positive feedback loop wherein avatar identification and perceived online social support mutually and positively reinforce each other over time. More frequent avatar customization at Wave 1 predicted higher avatar identification at Wave 2, suggesting that customization can serve as an upstream starting point for this feedback loop. Avatar identification and perceived online social support were positively associated with subsequent user satisfaction on most metrics. In addition, mediation analyses indicated significant indirect effects of avatar customization on perceived online social support and user satisfaction via avatar identification. By demonstrating how these concepts work together, our findings provide a practical strategy for service providers. By encouraging avatar customization-a measure that aligns naturally with platform operations, such as item releases and events-companies can initiate a positive feedback loop between avatar identification and online social support. This can enhance user well-being by increasing social support while potentially supporting platform success via higher user satisfaction, creating a win-win scenario.