From similarity to multiplicity: Avatar multi-persona tendencies and cognitive responses in the Metaverse

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Yun-Woo Choi, Changjun Lee

Published: 2025, Last Modified: 11 Oct 2025Comput. Hum. Behav. 2025EveryoneRevisionsBibTeXCC BY-SA 4.0
Abstract: Highlights•This study explores how anonymity affects multi-persona tendencies in Metaverse avatar use.•Survey shows that avatar customization differences shape user attitudes toward the Metaverse.•Anonymous settings boost emotional engagement and raise intention to reuse Metaverse platforms.•Greater customization freedom improves user satisfaction and long-term platform engagement.