Self estendido no metaverso : a construção do eu e a autorrepresentação do consumidor em mundos virtuais

Abstract

Virtual worlds are environments geared towards entertainment, socialization, and commercial activities, where individuals increasingly use avatar-mediated communication as part of their social interactions. Thus, it can be observed that the metaverse is changing the dynamics of individuals' self-representations, highlighting the need to reassess the understanding of the self and its extensions in these virtual environments. In this context, this thesis argues that the construction of the virtual self and self-representation can contribute to consumer behavior in the metaverse, since the identity shaped by users influences their consumption choices, from the personalization of avatars to the purchase of virtual items that reflect their interests and aspirations. The overall objective of this research was to analyze how the construction of the virtual self, through the self-representation of avatars, contributes to consumer behavior in the metaverse. To achieve this objective, a qualitative research approach was used, employing the immersive netnography method to investigate the construction of virtual identity and the consumption relationships of users of the virtual world Avakin Life. Data collection was carried out using three distinct techniques: participant observation, interviews, and audiovisual analysis. Finally, the data were analyzed using thematic analysis with the support of the ATLAS.ti software. In total, 43 subjects participated in this study, through immersive and in- depth interviews. The research results show that the construction of the virtual self is strongly linked to the identities, tastes, values, and experiences of the real self, with the avatar being understood by many users as an extension of themselves. It was observed that the user/consumer-avatar identification directly influences consumption behavior in the virtual environment, especially through aesthetic personalization and the search for self-expression, pleasure, and social belonging. The motivations for purchasing virtual goods are associated with the search for social visibility, the personalization and aesthetics of avatars, content creation, and the adaptation of the avatar to the themes of events promoted on the platform. Furthermore, it was found that, in some cases, consumption and experiences lived in the virtual world transcend the limits of the platform, influencing preferences, behaviors, and purchasing decisions in the physical world, while other users demonstrate the ability to separate the two spheres. These findings reinforce the role of the metaverse as a space for identity experimentation and consumption, with impacts that can extend beyond the digital environment. In addition, this research expands and contributes to the literature by articulating discussions on self-representation, avatars, and consumption in the metaverse, highlighting how the construction of the virtual self guides purchasing behaviors in virtual environments.