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Addictive consumption of avatars in cyberspace
1College of Information and Communications, Hanyang University, Seoul, South Korea. ooklee@hanyang.ac.kr
Summary
Korean teenagers may use addictive avatar consumption to cope with academic stress, potentially leading to negative social consequences. This study explores this behavior using self-control theory.
Area of Science:
- Cyberpsychology
- Consumer Behavior
- Adolescent Psychology
Background:
- Avatars offer psychological benefits like anonymous personalization and well-being.
- Marketing avatars to teens, coupled with their nature, poses risks of addiction and negative social outcomes.
- Korean teenagers face significant academic pressure, potentially leading to stress-related behaviors.
Purpose of the Study:
- To investigate the phenomenon of addictive avatar consumption among Korean teenagers.
- To examine whether addictive avatar consumption serves as a stress-reduction mechanism for adolescents.
- To apply self-control theory in understanding the drivers of addictive avatar use.
Main Methods:
- An empirical study was conducted.
- Data was collected from Korean teenagers.
- Self-control theory was utilized as a theoretical framework.
Main Results:
- Findings indicate a link between academic stress and addictive avatar consumption in Korean teenagers.
- The study provides empirical evidence supporting the hypothesis that avatar consumption can be a stress-coping behavior.
- Self-control deficits are implicated in the addictive consumption patterns observed.
Conclusions:
- Addictive avatar consumption is a significant issue among Korean teenagers, potentially linked to stress.
- Interventions focusing on self-control enhancement may be beneficial in mitigating addictive avatar use.
- Further research is needed to explore the long-term social and psychological impacts.