Cultural Influences on Avatar Creation in Social Metaverses: Comparing Self-Presentation Among Individualistic and Collectivistic Users

Virtual reality (VR) advances have reshaped user interactions and cultural expressions in social metaverses. Virtual avatars are pivotal to identity in metaverses, where cultural norms heavily shape self-presentation. This study contrasts avatar creation in individualistic and collectivistic Chinese cultures by analyzing designs on the Ready Player Me (RPM) and LINE Avatar customization platforms among college students in Taiwan (N = 54) and China (N = 77). Findings reveal that collectivists design avatars for family connection and passive activities, with appearances influenced by social feedback and local environments. Conversely, individualists often express dissatisfaction with their physical appearance, investing more effort in crafting aesthetically pleasing avatars inspired by personal style. Collectivists also demonstrate a higher tendency to use half-body or profile views to obscure physical features, a preference less common among individualists. This study offers valuable insights for enhancing usability and inclusivity in social virtual environments by addressing cognitive, social, and creative dimensions of avatar usage.