Character identification is predicted by narrative transportation, immersive tendencies, and interactivity

The question of what contributes to users’ identification with media characters remains an open issue in research. Apart from media interactivity, user characteristics like gender, age, immersive tendencies, and factual transportation into the narrative are promising factors. Yet, research is still in its infancy, and the usage of different media limits cross-study comparability. Hence, the current study set out to examine predictors of character identification using a text-based fiction with purported interactivity which was inspired by interactive fiction (IF) games. In an online experiment, 228 participants aged 15–65 years were randomly assigned to either an active condition where they could choose from different options, or a passive condition where they only read the story. Additionally, participants filled out questionnaires assessing immersive tendencies, level of identification, and narrative transportation. A multiple linear regression model tested for predictors of character identification. Apart from age and gender which remained non-significant, interactivity, immersive tendencies, and transportation into narrative significantly predicted identification with the IF’s main character. The current findings support theoretical models on media interactivity and identification, yet several open issues such as the role of media content (engaging vs. mundane) and character features (e.g., similarity with user) remain to be answered.