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How do avatar characteristics affect avatar friendliness and online gamer loyalty? Perspective of the theory of embodied cognition

Kai Li, Huynh Van Nguyen, T. C. E. Cheng, Ching-I Teng. How do avatar characteristics affect avatar friendliness and online gamer loyalty? Perspective of the theory of embodied cognition. Internet Research, 28(4):1103-1121, 2018. [doi]

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