Factors Affecting The Acceptance Of Virtual Digital Human Technology In Live Broadcasting Settings Based On The UTAUT Model

Xingxing Lu; Ziyu Zhou; Yang Bai

doi:10.2991/978-94-6463-600-0_66

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Factors Affecting The Acceptance Of Virtual Digital Human Technology In Live Broadcasting Settings Based On The UTAUT Model

Authors

Xingxing Lu¹, Ziyu Zhou², Yang Bai²^{, *}

¹Wuhan Donghu University, Wuhan, China

²School of Information Management, Central China Normal University, Wuhan, China

^*Corresponding author. Email: yang.bai@ccnu.edu.cn

Corresponding Author

Yang Bai

Available Online 13 December 2024.

DOI: 10.2991/978-94-6463-600-0_66 How to use a DOI?
Keywords: Network Live Streaming; Virtual Digital Human; Real-Person-Driven Virtual Digital Human; UTAUT Model
Abstract: Based on the UTAUT paradigm, this study aims to identify the factors that influence consumers’ acceptance of virtual digital human technology in live broadcasting contexts. The study employed a random sampling approach and had a total of 351 valid respondents and the findings showed that five factors, namely, social influence, anchor anthropomorphism, interactivity, perceived amusement, and facilitating conditions, have a significant and positive influence on users’ willingness and behavior to watch real-person-driven virtual digital human, whereas effort expectancy and performance expectancy have no significant effect.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 4th International Conference on New Media Development and Modernized Education (NMDME 2024)
Series: Advances in Intelligent Systems Research
Publication Date: 13 December 2024
ISBN: 978-94-6463-600-0
ISSN: 1951-6851
DOI: 10.2991/978-94-6463-600-0_66 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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ris enw bib

TY  - CONF
AU  - Xingxing Lu
AU  - Ziyu Zhou
AU  - Yang Bai
PY  - 2024
DA  - 2024/12/13
TI  - Factors Affecting The Acceptance Of Virtual Digital Human Technology In Live Broadcasting Settings Based On The UTAUT Model
BT  - Proceedings of the 4th International Conference on New Media Development and Modernized Education (NMDME 2024)
PB  - Atlantis Press
SP  - 593
EP  - 601
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-600-0_66
DO  - 10.2991/978-94-6463-600-0_66
ID  - Lu2024
ER  -

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