Player-Avatar Identification in video gaming: Concept and measurement

This paper aims to develop an instrument to measure Player-Avatar Identification (PAI) in video game playing. Survey studies were conducted with over 1000 students in Singapore primary and secondary schools. The results of the studies demonstrated that PAI can be conceptualized and reliably measured in terms of four-factors - feelings during play, absorption during play, positive attitudes toward the game avatar and importance of the avatar to one's self identity. The four-factor model showed acceptable model data fit and satisfactory reliability and validity. The construct validity was supported by the relationship between PAI and identity style. The result suggested that students with diffused identity style reported significant higher scores on absorption and importance to identity. The usefulness of the concept and the scale was discussed in relation to behavioral and developmental implications. (C) 2012 Elsevier Ltd. All rights reserved.