Identification processes in online groups: Identity motives in the virtual realm of MMORPGs

Online video games are a popular leisure activity around the world; such virtual environments allow new ways for social identity to develop. This study investigates the motives affecting social identification processes in the Massive Multiplayer Online Role-Playing Game (MMORPG) World of Warcraft (WoW). In this video game, players interact with other players in a tri-dimensional virtual world through their avatar. A sample of 92 WoW players took part in a data collection web survey. Building on the theory of social identity, we tested the predictive power of three identification motives: self-esteem enhancement, optimal distinctiveness and uncertainty reduction. Additionally, considering previous research on MMORPGs, we added identification with the game character and membership duration as further predictors of virtual group identification. The latter construct was analysed at two levels: identification with the faction and with the guild of the character. Furthermore, the current study is a first attempt to understand whether online identification may lead to group behaviour such as the evaluative ingroup bias. Our results indicated that traditional motivational theories of social identity were mostly confirmed. Moreover, identification with the avatar emerged as a strong predictor of group identity. Additionally, at both levels of analysis, group attachment leads to an evaluative differentiation between the ingroup and outgroup. The findings are discussed in light of modern theories of social identity and media research