Addictive Consumption of Avatars in Cyberspace

Avatars are a unique cyber product that hold much potential to be a market success because they provide consumers with various psychological benefits such as anonymous personalization and an artificial sense of well-being in cyberspace. However, due to the very nature of avatars, consumer psychology, and the way that they are marketed to teenage consumers, avatars may also pose considerable threat to unsuspecting teenagers through addictive consumption and associated negative social consequences causing harm to the teenagers and the general public. This study deals with Korean teenagers' addiction to avatar consumption. Korean teenagers can be very stressed due to the pressure to excel in school. Addictive avatar consumption is thought to be a behavior that might reduce stress. An empirical study was conducted to elucidate this claim. Self-control theory is suggested as an explanation for addictive consumption of avatars.