Avatar creation in the metaverse: A focus on event expectations

The metaverse has revolutionized the way event experiences are virtualized, as this cutting-edge technology is especially capable of fostering dynamic interactivity among avatars. However, few empirical studies have explored the creation of avatars for virtual events in the metaverse. This research delves into the theme in a mixed-methods approach. The results of semi-structured interviews with participants in a conference held in the metaverse highlighted that they would create a single, unique avatar, whose style would be adapted to the characteristics of future events. These findings were assessed later in an online experiment, in which participants created their own avatars for a (utilitarian or hedonic) virtual event in the metaverse. The results confirmed that users would create avatars with formal/informal styles depending on the utilitarian/hedonic value they expected to derive from the event. In addition, the expectancy they feel about the metaverse experience prompts attendees to design avatars similar to themselves, which significantly increases their satisfaction with their digital personas. The technical capabilities of the platform (ease of use and customization) seem also to play an important role in enhancing satisfaction with the avatar. This research suggests specific actions that might be taken to ensure that attendees of virtual events in the metaverse are satisfied with their avatar designs. •Users prefer to create a unique avatar and adapt its style to the event in the metaverse.•The type of virtual event evokes different expectations toward the event.•Utilitarian and hedonic expected value shape the formal and informal avatar style.•Expectancy toward the event increases the similarity and satisfaction with the avatar.•Avatar similarity increases users' satisfaction with their avatar.