Player Identification in Online Games: Validation of a Scale for Measuring Identification in MMORPGs

In this paper, we present a Player Identification (PI) scale for measuring identification in MMORPGs. Three main dimensions were derived from the literature (1) Avatar (character) Identification, (2) Group (guild) Identification and (3) Game (community) Identification whereby Avatar Identification is a second-order factor consisting of (1a) Perceived Similarity, (1b) Wishful Identification and (1c) Embodied Presence. Based on the results of a cross-sectional survey of 544 World of Warcraft players the measurement instrument’s proposed factorial structure was confirmed. Subsequently, the constructs were successfully tested both for convergent and discriminant validity. Finally, evidence for nomological validity was gathered by testing ten theoretically rooted hypotheses regarding the effects of Player Identification. The results showed that Avatar Identification positively predicts Empathy, Proteus effect and the motivations role-play, customization and escapism. Group Identification predicts socializing and relationship, and Game Identification predicts advancement, mechanics and escapism.