This research examined the effects of regulatory fit on media users' enjoyment of interactions with a virtual interlocutor and feelings of social presence and self-presence in the 3D virtual environments (VEs) of Second Life. Results from a two (regulatory focus state: promotion vs. prevention) × two (regulatory strategy: eagerness means vs. vigilance means) between-subjects full-factorial experiment demonstrated that the regulatory fit between regulatory focus state and means for goal pursuit in computer-mediated communication (CMC) within 3D VEs increases users' enjoyment, feelings of presence, and postexperimental healthy eating intentions. A path analysis further revealed the mediating roles of social presence and self-presence. Theoretical and methodological contributions as well as practical implications are discussed.

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