This study explored how group identification, avatar similarity identification, and social presence mediated the effect of character type (avatars or agents) and social identity cues (presence or absence of avatars wearing participants’ school colors) on game enjoyment. Playing with teammate avatars increased enjoyment indirectly by enhancing group identification. In addition, the presence of social identity cues increased enjoyment indirectly by augmenting identification with one’s avatar. Unexpectedly, playing in multiplayer mode in the presence of social identity cues decreased enjoyment, whereas playing in multiplayer mode in the absence of social identity cues increased enjoyment. Social presence was not a reliable mediator. The findings supported media enjoyment and social identity theories, and highlighted how virtual character type and identification processes influence enjoyment.

中文翻译：

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人与计算机控制的角色以及社交身份提示对娱乐的影响

这项研究探索了群体识别，化身相似性识别和社交存在如何介导角色类型（化身或特工）和社交身份线索（是否存在穿着参与者学校颜色的化身）对游戏乐趣的影响。通过增强团队认同度，与队友化身一起玩可以间接增加乐趣。另外，社交身份提示的存在通过增加对人的化身的身份间接增加了享乐。出乎意料的是，在存在社交身份提示的情况下以多人游戏模式进行游戏会降低娱乐性，而在没有社交身份提示的情况下以多人游戏模式进行游戏则会增加娱乐性。社会存在感不是可靠的调解人。这些发现支持了媒体享受和社会认同理论，