本研究探討社群媒體環境中虛擬化身客製化如何影響使用者體驗與行為投入。以需求—可供性—功能（NAF）觀點和心流理論為基礎，本研究提出一個序列模型，主張虛擬化身創建模式會影響使用者對可供性的感知，進而促進心理擁有感、心流體驗與行為投入。本研究比較手動客製化與自拍個人化以反映不同程度的使用者自主性與參與深度。研究採用序列解釋性混合方法設計，結合在Instagram上進行的線上受試者間實驗，以及針對開放式回答所進行的主題分析。研究以偏最小平方結構方程模型與多群組分析檢驗所提出的研究模型。結果顯示，客製化功能並不直接產生心流或行為投入，而是透過可供性路徑發揮作用：在手動條件下，表達可供性顯著預測心理擁有感；在自拍條件下，則由互動可供性驅動心理擁有感。呈現可供性在兩種條件下均未達顯著效果，顯示視覺擬真度本身不足以促進擁有感的形成。在兩組條件中，心理擁有感均一致地預測心流，心流亦一致地預測行為投入。質性發現則透過揭示兩種創建條件在自主感、身份認同契合度與心流激發方式上的差異，為上述量化結果提供脈絡性詮釋。本研究有助於深化對虛擬化身設計功能如何透過結構化心理歷程轉化為持續使用者投入的理解。

This study examines how avatar customization shapes user experience and behavioral engagement in social media environments. Drawing on the needs–affordances–features (NAF) perspective and flow theory, a sequential model is proposed in which avatar creation modes shape perceived avatar affordances, which facilitate psychological ownership (PO), flow, and behavioral engagement (BE). Two creation modes, namely manual customization and selfie-based personalization, are compared to reflect different levels of user agency and involvement. A sequential explanatory mixed-methods design was employed, combining an online between-subjects experiment conducted on Instagram with a qualitative thematic analysis of open-ended responses. Partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA) were used to test the proposed model. Results indicate that customization features do not directly produce flow or engagement but operate through affordance pathways: expression affordance significantly predicts PO in the manual condition, whereas interactivity affordance drives PO in the selfie condition. Presentation affordance shows no significant effect in either condition, indicating that visual fidelity alone is insufficient to foster ownership. PO consistently predicts flow, and flow predicts BE, across both groups. Qualitative findings contextualize these patterns by revealing differences in agency, identity alignment, and flow activation between conditions. These findings advance understanding of how avatar design features translate into sustained user engagement through a structured psychological process.

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