최근에 캐릭터 커스터마이징 서비스가 다양하게 보편화된 이후 서비스마다 모두 다른 UI와 용어들이 혼재하고 있어서 사용자들의 불편함도 함께 증가하고 있다. 또한 갑작스럽게 늘어난 서비스에 비해서 아직 활용할 수 있는 연구 결과나 디자인 가이드가 마땅히 없으므로 새로운 서비스를 기획하거나 개발할 때 참고할 만한 자료가 부재 하다. 본 연구에서는 현 시점에서 캐릭터 커스터마이징 UI들이 어떻게 구성되어 있는지 상위 5개의 메타버스, 모 바일 게임, PC게임 서비스의 캐릭터 커스터마이징 시스템 UI를 조사하고 경향을 분석했다. 첫째, 커스터마이 징 항목의 수는 분포가 매우 다양했다. 얼굴의 이미지 형성에 큰 영향을 미치는 눈, 눈썹, 입, 그리고 상체의 조절 항목이 가장 세분화 되어 있었다. 둘째, 용어의 일관성이 떨어져 기능을 인지하기 어려운 점이 발견되 었다. 셋째, 커스터마이징 조절 도구의 위치를 조사한 결과, 세로형 메타버스에서는 상￿하단에, 가로형 PC와 모바일 게임에서는 좌우 배치 또는 유동형 배치로 구성되어 있었다. 넷째, 커스터마이징 조절 도구의 유형은 대분류에서는 선택형, 중분류에서는 선택형, 하위 단계에서 조절형으로 구성되었으며 일부 복합형도 있었다. 다섯째, 조절 수치의 범위 역시 일관성이 없고, 초기 값에 대한 상대적인 수치의 가감으로 조절하고 있어서 사용자들의 정확한 의사소통과 직관성을 위한 보완이 요구 되었다. 여섯째, 색상 선택 기능은 일부 항목에 한정되어 있었고, 시스템에 제안된 범위의 색을 선택하거나 색공간을 이용할 수 있었다. 패션 선호도와 트렌 드를 민감하게 반영하고 있는 점이 발견되었다.

This research aims to shed a light on the benefits and perceived risks to the willingness to use perceived by consumers, centering on design-customizing service catering to individuals’ tastes and needs, and to study their impacts on the use of a design-customizing service. The validation of how benefits and perceived risks affect the intention to use showed that only aesthetic and self-expressive benefits had significant impacts on the willingness to use. However, only time/economic loss and self-design risks had negative impacts on the willingness to use a service. By gender, there was no difference in benefits and perceived risks to willingness to use for the benefit factors, whereas in terms of perceived risks to willingness to use factors. By age, there were also differences in the effects of benefits and perceived risks to purchase on the willingness to use a rash guard customizing service. There were variations in the perceived risks to the willingness to use and benefits depending on age. In particular, it was found that there were no perceived risks to the willingness to use for the age group of 10s. As design-customizing services based on individual tastes have drawn more attention recently, this research on the benefits and perceived risks to purchasing a rash guard design customizing service, as well as their effects on service use (particularly backed up by comparative analysis by gender and age), is expected to provide insights into design-customizing service strategy development.

This study investigates the effect of high-level customization experience delivered via information and communication technology (ICT) on consumers’ patronage behavior toward a brand. The results indicate that customization experience increases purchasing intention for it enhance the level of happiness about the product. The relationship between customization experience and happiness is found to be mediated by autonomy (i.e., feeling of being in charge of one’s own action), competence (i.e., feeling that one effectively utilize one’s skill and abilities) and the pride of authorship (i.e. feeling of pride when creating an artifact of one’s own). Introduction The advancement of ICT (Information and Communication Technology) has led the paradigm shift in managing a producer and consumer relationship in the fashion industry. In particular, it has blurred the boundaries between the role of a producer and the role of a consumer. For example, Adidas, one of the biggest sportswear companies in the world, has built SpeedFactory, which offers a special customization service for their users to build sneakers according to their own design specifications. There it takes only five hours for a customized design put together by its users to be produced in a real pair of sneakers and ready to be delivered to their home (Wiener, 2017). The term, prosumer (i.e., producer and consumer) indicates such people who not only purchase and use a product a company offers but also actively participate in the production process by communicating and reflecting their preference (Toffler, 1980). This phenomenon is particularly evident with millennial consumers who desire customer-centric experiences with which they feel wanted and valued. They are willing to engage with brands through producing consumer-generated contents and suggesting their ideas during the production process (McGee, 2017). Such desire has driven the growth of customization services and the rapid development of technology further enabling companies to provide customization more easily and at lower costs (Mitrea, Werner, & Greif, 2010). Despite its increasing significance, not much attention has been paid to understanding the psychological underpinnings as to how and why customization services may enhance consumer patronage behavior toward a brand. This study fills this void by examining the underlying mechanism of the relation between personalization experiences and purchasing intention. Literature review and research questions Customization Experience and Happiness “Experience” has emerged as an important keyword for marketing professionals in the last couple of decades (Pine & Gillomore, 1999; Schmitt, 1999). Consumers wanted and were willing to pay for unique, personalized events that are not the same as anyone else’s, and those that can surprise and impress them beyond providing mere satisfaction (Pine & Gillomore, 1999). Customized services thus have a great impact on consumer patronage behavior such as purchase intention and brand loyalty. Recently, marketing and psychology research has also observed that customized experiences bring happiness (e.g. Bhattacharjee, & Mogilner, 2014; Guevarra & Howell, 2015). Happiness refers to a cognitive and emotional evaluation of one's own life (Diener, 1984). While, to some extent, happiness can be assessed by external criteria such as socioeconomic level or objective indicators, subjective well-being is argued to be important for individuals to assess their own psychological states (Diener, 1984). In general, studies have found that material goods provide lower level of happiness than life experiences, since consumers tend to evaluate happiness through specific events. However, Guevarra & Howell (2015) illustrated that the dichotomous distinction between material items and life experience is ambiguous at the boundary, and in the middle of continuum from material items to life experiences exists “experiential products,” which give consumers the same level of happiness as life experiences. Offering consumers the ability to reflect their preferences in product designs is a way to tap into this psychology. Customization can be a unique experience in that consumers themselves participate in production processes. It is expected that the experience of designing one’s own good will positively affect consumer's happiness level. What Drives Happiness from Customization Experiences? Self-determination theory of Deci & Ryan (2012) (e.g., Maltby & Day, 2001; Wilson, Rodgers, Fraser, & Murray, 2004) is used as the conceptual framework to identify the underlying psychological mechanisms for this study. In particular, the selfdetermination theory posits that people feel happiness when they are satisfied with such psychological needs as autonomy (i.e., engaging in behaviors that express one’s true identity and feeling of being in charge of one’s own action), competence (i.e., feeling of fulfillment that one effectively utilize one’s skill and abilities), and relatedness (i.e., feelings of closeness to a desired social group) through experience (Deci & Ryan, 2012). Given the focus of this study is the customized service delivered online, the variable of relatedness is less relevant since our study focuses on independently designing a product to a user’s unique preferences. The variable of relatedness is excluded in our research model. Instead, we include the “pride of authorship” (Trentin, Perin, & Forza, 2014), which refers to the feeling of pride generated when creating an artifact of their own and a sense of being the creator of it (Schreier, 2006). Customized services can enhance the sense of accomplishment as an author which is also found to affect happiness (Schreier, 2006). We thus formulated the following hypotheses. Hypothesis 1-3. Perceived customization experience will have a positive influence on autonomy (H1), competence (H2), pride of authorship (H3). Hypothesis 4-6. Autonomy (H4), competence (H5), pride of authorship (H6) will have a positive influence on happiness. Hypothesis 7. Happiness will have a positive influence on purchase intention. Method The data were collected via an online experiment in May 2017 with women in their 20s and 30s residing in South Korea, nationwide. Procedure The target site we used as an experiment stimulus was a shoe retail site (http://www.shoesofprey.com) that offers customization options (e.g., shapes, colors, and heel height). The data were collected for a week with 180 participants in total. After entering a designated computer lab, participants were given a detailed instruction of how to use the customized services of this brand. Experiment assistants provided real-time help to participants for any technical difficulties. We asked respondents to visit an online website of this brand. The participants were asked to explore the site and to design customized shoes to their liking. After spending some time on the site and finish customization, they were asked to answer questions in our questionnaire. Measures/Data Collection and Analysis The measures of our constructs were developed based on previous literature. All items (except for demographic characteristics) were measured using a 7-point Likert scale (1 = “strongly disagree;” 7 = “strongly agree”). About 12 responses were deleted from a total of 180 responses due to incomplete data, thus168 were used for final analysis. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Results Underlying Mechanism of the Relation between Personalization Experience and Happiness: Autonomy, Competence, and Pride of Authorship With the pooled data (n=168), the results of the confirmatory factor analysis on the entire measurement model showed that our measurement model had a reasonably good fit (χ2(df=145)=300.546, p=.000; Normed χ2(CMIN/DF)=2.073; GFI=.847; CFI=.924; NFI=.864; TLI=.910; RMSEA=.080). The measurements of reliability yielded Cronbach’s α coefficients above 0.7. The convergent validity and discriminant validity were confirmed between the measurement variables, and the measured values were found to be appropriate. Customization experience had a significant influence on the path of autonomy, competence, and pride of authorship at the .001 level. Specifically, the results showed that the coefficient of the path from “customization experience to autonomy” to be .71***, that from “customization experience to competence” was .81***, and that from “customization experience to pride of authorship” was .68***. We thus accept Hypothesis 1, 2, and 3. These mediation variables were found to have a positive influence on happiness at the .001 level. The coefficient of the path from “autonomy to happiness” was .38***, that from “competence happiness” was .29***, and that from “pride of authorship to happiness” was .25***. We thus accept Hypothesis 4, 5, and 6. It was identified that happiness was positively related to purchase intention with coefficients, 0.49***. Thus, Hypothesis 7 was supported. Discussion and implications Previous research found that offering customization service positively influences purchase intention and willingness-to-pay. This paper extends the current understand as to the effect of customization service experience on consumer patronage intention by identifying underlying psychological mechanism. The customized products allow and demand consumers to engage in the designing process. This distinctive experience generates psychological reactions that are linked to personal happiness. In particular, we find that a heightened sense of autonomy, competence, and the pride of authorship are critical mediators linking the customization experiences to happiness. The results also indicate that feeling of happiness is a significant driver for consumer patronage behavior. Our results imply that millennial consumers want to experience consumer-centric events and to engaging in creating their own contents to feel fulfilled with consumption experiences and that customized services can be a power tool to meet this desire.

Introduction In recent times, mass customization strategy has been actively adapted even in the food service industry, which provides services wherein consumers select the main ingredients of the food they order according to their preference. In this study, we examine the effect of mass customization strategies perceived by consumers in the food service industry. We also includes the external and internal environmental factors stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Evidence shows that consumers’ perceived value is high for mass customization in food consumption service compared to food service for a fixed menu. The findings further suggest that this effects of mass customization on consumer perception is moderated by social influence (group vs. individual) and food type (utilitarian vs. hedonic). Theoretical Development Recent research in the field of mass customization has demonstrated that the advantage of designing consumer’s own products is in increasing consumer's perceived benefits while engaging in the customization of tangible products. These studies have shown that the mass customization provides consumers with a utilitarian value due to the purchase of optimized products that meet their individual needs and various values that are embedded in the customization process, such as hedonic value, self-expressive value, and creative achievement (Merle, Chandon, Roux, & Alizon, 2010; Yoo & Park, 2016), and that this value recognition leads to positive attitudes and behavioral responses such as high willingness to pay (Franke, Keinz, & Steger, 2009; Schreier, 2006), purchase intent, and loyalty (Yoo & Park, 2016). However, whereas research on mass customization focusing on tangible products has been actively conducted, research in the field of intangible services, is still lacking in two respects. First, there has been very little discussion of the effectiveness of mass customization strategies in the food service industry. Specifically, based on the stimuli-organism-response (S-O-R) framework, which states that environmental stimuli (S) lead to the formation of a customer perception (O) that induces consumers’ behavioral responses (R) (Mehrabian & Russell, 1974), existing research focused on the relationship of customer’s behavioral response to mass-customized food service (S-R relationship) (Kuo & Cranage, 2010; Wolf and Zhang, 2016), failing to embrace S-O relationship that focuses on how mass customization differs from a standard system in terms of how consumers perceive value. Considering that mass customization services can be regarded as a form of customer engagement strategy (Chathoth et al., 2014; Chathoth et al., 2016), it can be assumed that mass customization in services can induce positive consumer perception. Second, little research has yet examined situational factors that affect consumer response in purchasing mass customization of products/service. Considering that service environments play a significant role in service delivery by strengthening customer perceptions and retention (Baker, Parasuraman, Grewal, & Voss, 2002; Sherman, Mathur, & Smith, 1997), it is necessary to identify the internal and external environmental factors that limit or enhance consumers’ perceived value of the mass customization for effective implementation of the mass customization strategy. The aim of the present research is to empirically examine the effects of mass customization on consumer responses. It is hypothesized that consumers’ perceived value might be high for mass customization in food consumption service (compared to food service for a fixed menu) (H1), which is consistent with previous literature on consumer responses to mass customization in tangible. Furthermore, the current research further includes various environmental stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Based on the assumption that (a) people's choice of consumption is affected by the expectations of how others evaluate their decisions (Ariely & Levav, 2000; Calder & Burnkrant, 1977) and that (b) consumers are more concerned about social norms and therefore make similar choices to blend in resulting in uniformity at the group level (Tice, Butler, Muraven, & Stillwell, 1995), it is expected that consumers sometimes feel compelled to refrain from choosing favorites because of how they expect to be perceived by others, hindering consumer’s benefits of mass customization. In addition, there are two food types based on the goal of consuming food: utilitarian food and hedonic food (craving for sweetness, e.g., desserts) (Wansink, Ittersum, & Painter, 2004; 2005). In pursuing the hedonic goal, the consumer tendency to engage in various behaviors is strengthened by the desire to express one’s personality to others (Ariely & Levav, 2000; Ratner & Kahn, 2002). Accordingly, in the present research, we explore the perceived value of mass customization moderated by social influence (H2), and food type (H3). In this model, social influence (group vs. individual), which is the factor outside the scope of customizing process, is regarded as an external variable and food types (utilitarian vs. hedonic), divided according to the purpose of food consumption, as an internal variable. Method We used a 2 (customization: low vs. high) × 2 (social influence: individual vs. group) between subject experiment conducted on the subjects regarding two types of food service: utilitarian food (main course) and hedonic food (dessert). We assigned 208 participants randomly to one of four conditions. Participants were asked to imagine they were visiting the high customized restaurant with their colleague together (vs. alone) that provide high customized service (vs. low customized service) and saw a menu for a food item. Modified from Kuo and Cranage (2010) study, two level of customized menu scenarios were used in this study. In the high customization scenario, participants are told that they were in a restaurant where they were offered to customize their dishes with choices of ingredients. In the low customization condition, participants were told that they were in a restaurant where they ordered among fixed menu items. Based on pretest result, we used pasta, which is entrée for the utilitarian food, and use ice-flake, which is dessert for the hedonic food. After reading the scenario, participants provide their perceived value of mass customization ratings of the service process. Results and Conclusion First, an analysis of variance (ANOVA) revealed a significant effect of mass customization demonstrating that on perceived value, participants who read mass customization service condition had a higher perceived value on their food than participants in the fixed menu condition (H1). Second, in order to examine whether social influence (H2) and food type (H3) moderate the effect of mass customizatino on consumer perceptions, a moderated moderation model was performed a bootstrapping procedure with 5000 samples using the PROCESS model 3 (Hayes, 2016). The result revealed a significant three-way interaction effect among level of customization (high vs. Low), social influence (group vs. individual), and food types (utilitarian vs. hedonic). As the level of customization increases, the overall perceived value increases; however, it is confirmed that, when making decisions about food in a group situation, there are restrictions on perceiving the value that the consumer can customize and feel as compared to the individual situation. Finally, impact of social influence on the perceived value of customization is moderated by food type (hedonic vs. utilitarian). In other words, in hedonic food consumption situation, the modeartion effect of social influence on the perceived value of customization is weakened. Consumers are more likely to appreciate the process and consider it more palatable when they use mass customization service in restaurant. However, when people are conscious of the presence of others, the act of selecting food ingredients according to one’s own preference is restricted. Therefore, even if customized food is ordered in the presence of the group, its perceived value will be as lower than that of a fixed menu. In addition, when people use mass customization service in hedonic food consumption situations, regardless of group influence, they perceive that the value of customized menu is higher than that of the fixed menu. We expect that the study findings and framework will provide practical and theoretical implications such as the development of theories on food service situations, as well as aid restaurants in establishing marketing strategies. In addition, identifying internal and external environmental factors that limit consumers’ perceived value of mass customization will enable restaurants to find a suitable menu composition method to enhance and maintain customers’ perceived value and build a promotional strategy accordingly.

21세기 식품산업에서 소비자들의 개인화 (Personalization)와 주문 제작(Customization)에 대한 요구는 계속 증가하고 있다. 특히, millennial 세대가 경제 주체로서 활동하는 비율이 증가함에 따라, ‘나를 위하여 제작된 개인화 제품’을 찾는 경향은 더욱 늘어날 것이며, 이 경향은 nutrigenetics와 nutrigenomics에 기반한 개인화 영양 (personalized nutrition)의 영역에서도 증가하는 추세를 보이고 있다. 반면 현재의 대형식품회사들은 여전히 전통적인 대량 생산/ 대량 유통 시스템에 머물러 있고 효율적인 massive customization 을 구현하지 못하고 있어 시대의 변화에 매우 제한적인 대응밖에는 하고 있지 못한 상황이다.. Millennial 세대의 구매 트렌드 변화를 놓치지 않고 소비자의 기대에 제대로 부응하기 위하여 현재 활발한 연구가 진행 중인 4차 산업혁명 관련 미래기술과 융복합 기술들의 상업화 적용 속도가 빨라져야만 할 것이다.

In most RPG games, gameplay tends to be monotonous due to fixed character skills. This paper proposes a RPG game implementation technique which allows players' skill customization for their own gameplay. Players are allowed to customize their preferred game skills at the beginning of gameplay. We also propose a technique to guarantee game balancing by prohibiting certain skills from dominating gameplay. We implemented the proposed skill customization method together with a simple RPG game testbed. We tested a variety of player-defined skills and confirmed the method provides good game balancing during gameplay. Due to the voluntary and impromptu skill customization, a wide variety of strategy is possible even at the single game stage, which reduces boredom at the repetitive gameplay.

The purpose of this research is to enhance sustainable outcomes as well as to understand the Chinese consumers’ needs by focusing on transformable design. In this study, mass customization and co-design were discussed. One-on-one interviews and online surveys were employed to capture both fashion experts’ and consumers’ opinions toward transformable design through customization.

Mass customization refers to a strategy whereby online retailers provide individually tailored products and services to their customers and has been implemented by many retailers with the Internet technology. Many luxury brands such as Bottega Venetta, Louis Vuitton, and Salvatore Ferragamo, provide customization programs to better serve their customers, from engraving their initials on a product to creating a new design of a product. However, the expansion of the customization program to the luxury brands raises potential risk, such as loosening the brand identity and inability to satisfy customers. Despite high interests in mass customization programs and popularity of luxury brands, the effect of mass customization in luxury brands has not been explored. Addressing this gap in the literature, this study attempts to investigate how customized products of luxury brands influence perceived value, satisfaction, and loyalty. In addition, this study explores how consumers’ past loyalty toward a luxury brand influences perceived value of the customization. Hypotheses of the study were (1) Perceived value of a mass-customized product has a positive influence on satisfaction with product customization; (2) Satisfaction with product customization has a positive influence on brand loyalty; (3) The influences of perceived value of a mass-customized product on satisfaction and brand loyalty are different as a function of a customer’s past loyalty; (4) The influences of perceived value of a mass-customized product on satisfaction and brand loyalty are different as a function of a customer’s need for uniqueness. The research strategy of this study was survey methodology and the sample of the study was online shopping consumers. Online questionnaires were collected by an online survey firm. After visiting ‘BURBERRY BESPOKE’, a mass-customization program of a luxury brand, survey participants were asked to answer the questionnaire. The instrument tapped perceived value of a mass-customized product, satisfaction with product customization, past/future brand loyalty, and need for uniqueness. A total of 304 female online shoppers participated in the survey. The result of structural equation modeling found the positive effects of hedonic value and utilitarian value on satisfaction with product customization and the positive effect of the satisfaction on brand loyalty. The result of multiple group comparison analyses revealed the moderating roles of past loyalty and need for uniqueness in influencing the effects of perceived value of a mass-customized product on satisfaction. These findings of the study contribute to the literature in luxury brand retailing fields and suggested managerial implications to luxury brand retailers.

The aim of this study is to understand how companies radically change their approach to marketing after the introduction of a process innovation. Thanks to multiple case studies in Arezzo gold luxury district, it is possible to build a conceptual framework subsequently tested through System Dynamics simulation technique.

현재 공항포장은 기존 포장관련정보의 관리에 대한 어려움이 있고, 장기공용으로 인해 유지보수비용이 증가하고 있어 예산의 효율적 활용과 공항포장의 체계적 유지관리가 필요하다. 이를 위해서 포장관리시스템을 도입할 필요성이 있다. 본 연구에서는 외국의 여러 포장관리시스템 중 세계적으로 널리 활용되고 있는 Micro PAVER를 국내에 도입하기 위한 방안을 연구하였다. 외국의 시스템을 국내에 적용하기 위해서는 환경차이, 포장관리수준 차이 등으로 인해 발생하는 오류를 최소화하기 위해 국내에 맞도록 적정화(customization)하는 연구가 필요하다. 따라서 본 연구에서는 Micro PAVER를 국내에 도입하기 위해 필요한 적정화 연구를 수행하였다 Micro PAVER의 논리 및 구조를 분석하여 Micro PAVER 운영에 주요하게 작용하는 부분을 기존 포장평가자료와 포장 전문가의 설문조사 방법을 이용하여 적정화하였다. 주요 적정화 부분은 포장파손예측모형, critical PCI, PCI에 따른 유지보수비용, 유지보수공법 및 단가, PCI 등급이다.

현재 공항포장은 기존 포장관련정보의 관리에 대한 어려움이 있고, 장기공용으로 인해 유지보수비용이 증가하고 있어 예산의 효율적 활용과 공항포장의 체계적 유지관리가 필요하다. 이를 위해서 포장관리시스템을 도입할 필요성이 있다. 본 연구에서는 외국의 여러 포장관리시스템 중 세계적으로 널리 활용되고 있는 Micro PAVER를 국내에 도입하기 위한 방안을 연구하였다. 외국의 시스템을 국내에 적용하기 위해서는 환경차이, 포장관리수준 차이 등으로 인해 발생하는 오류를 최소화하기 위해 국내에 맞도록 적정화(customization)하는 연구가 필요하다. 따라서 본 연구에서는 Micro PAVER를 국내에 도입하기 위해 필요한 적정화 연구를 수행하였다 Micro PAVER의 논리 및 구조를 분석하여 Micro PAVER 운영에 주요하게 작용하는 부분을 기존 포장평가자료와 포장 전문가의 설문조사 방법을 이용하여 적정화하였다. 주요 적정화 부분은 포장파손예측모형, critical PCI, PCI에 따른 유지보수비용, 유지보수공법 및 단가, PCI 등급이다.

Producing what customers need with near mass production efficiency, or mass customization, has been a major trend in industry. Effective definition of customer requirements is a pre-requisite for realizing mass customization. The new method, called "Design by Customers", is proposed. The proposed method is an approach for companies to communicate to customers about what the company can offer, to find out customer needs, to assist customers in making choices and to negotiate for agreements. In this paper, the design and manufacturing capabilities in making company are represented in a Product Family Architecture. Adaptive Conjoint Analysis is then applied help customers assert their needs, defined variations from base product, visualize their options and assess alternatives. A power supplier of a electronic appliance is shown as an example to demonstrated the suggested method.ed method.

MMORPG users can create their own identity that they will use to act through in the virtual world utilizing the avatar creation system. The MMORPG customization process, divided into the creation and transformation stages, provides a sandbox for the identity play by users. In this study, analysis of the users’ customization attitudes using the Q methodology especially in the transformation stage was conducted. The users’ attitudes were found to be categorized into 4 types: 1) fulfilling attitude, 2) customization immersed attitude, 3) customization challenging attitude, and 4) community oriented attitude. Of particular interest are the immersed customization type, where the attitude is driven by the internal motivation of “self-satisfaction” unlike the fulfillment and community oriented attitudes which are driven by instrumental motivation of the avatar, and the continuous desire towards transformation revealed by the challenging customization attitude. This study provides valuable insight in the design perspective for developers in instilling critical immersion elements to the users while preparing to update the level.