ArticleFrontiers in psychology2026
Acceptance and self-reported continued use of AI virtual avatars: an extended UTAUT model with the moderating role of use frequency.
Article in Frontiers in psychology, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
AI-driven virtual avatars are increasingly encountered in livestreaming and digital-content settings. This cross-sectional study examined an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model using survey data from 165 Chinese adults reporting prior exposure to AI virtual-avatar livestreams or videos. PLS-SEM showed that effort expectancy and social influence were positively associated with behavioral intention, while performance expectancy was not statistically significant (
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