Abstract:  Avatar identification is conceptualized as a temporary shift in players’ self-perception by adopting aspects of the identity of a video game avatar, which consists of temporary loss of self-awareness and heightened emotional and cognitive connections with an avatar, and provides us with a new perspective for understanding the avatar effect. In previous studies, the main testing models of avatar identification consist of the three-dimension and four-dimension structure. Its neural mechanism have preliminary been revealed. As to its antecedents, previous studies have mainly investigated games’ characteristics and individual factors. In terms of outcome variables, existing researches have mainly focused on the effects of avatar identification on game experience (flow state, self-presence and enjoyment), game addiction, aggressive behavior and self identity. On the basis of literature review, we point out that future research should make a thorough inquiry on the concept and structure, develop more effective measuring tools, broaden study methods and variables, and strengthen application research.

Key words: avatar identification, measurement, neural mechanism, antecedents\ consequences