The Virtual "Me" is the Actual Me: Self-Disclosure in Virtual Environment

Considering the importance of self-disclosure in building relationships and bonds, it is vital to investigate how self-disclosure is affected by avatars utilized in many online communities. In this study, we tested a research model that explores how perceived avatar-self similarity affects self-disclosure via different theoretical constructs such as selfawareness, self-presence and identifiability. The research model was empirically tested with data from a web-based survey of 196 Second Life users. Results revealed that avatar similarity impacts selfdisclosure but with varying effects, depending on how it is mediated by variables of identifiability, selfawareness and self-presence. Specifically, appearance similarity affects homophily, which leads to heightened self-awareness. This results in increased feelings of self-presence, which positively affects self-disclosure. Homophily also has the effect of heightening perceptions of identifiability, which decreases self-disclosure. Implications and applications are discussed.