Understanding users’ intention to adopt AI avatars in online learning: an integrated model of TAM and DOI

This research examines the key factors associated with users’ intentions to adopt AI avatars within online learning environments. By combining the Technology Acceptance Model (TAM) and the Diffusion of Innovations (DOI) theory, a comprehensive model was proposed to assess the relationships between four primary design elements—perceived personalization, feedback quality, transparency, and interactivity—on five key constructs: observability, relative advantage, perceived usefulness, perceived ease of use, and trust, as well as users’ attitudes and willingness to adopt. Data were collected through a structured questionnaire using convenience sampling, yielding 653 valid responses from participants experienced with AI-powered online education platforms. Structural equation modeling (SEM) analysis was used to examine the proposed TAM–DOI framework and the relationships among the study variables. Notably, trust is closely associated with transparency and other design perceptions, as well as users’ attitudes and behavioral intentions. These findings offer practical guidance for the design of AI-powered educational tools, emphasizing transparent, personalized, and feedback-driven systems that support user trust in online learning.