Players of massively multiplayer online role-playing games (MMORPG) frequently select avatars of the opposite gender, a phenomenon known as gender swapping. While this phenomenon is widely recognized, little is known about the underlying reasons. This study thus examines why players use...

Purpose – This paper concentrates on the visual information within a product description block in an online auction page, which is the only place a seller can manipulate to influence bidders. The purpose of this paper is to examine the effects of photograph use, model use, and the physical...

The motivation theory has identified achievement as a critical factor for online game play. However, how achievement induces gamer loyalty (the intention to play a certain game continuously) has not been explored. This study thus used the goal-setting theory to identify two achievement-related...