TY - JOUR
T1 - Let’s play: me and my AI-powered avatar as one team
AU - Butt, Asad Hassan
AU - Ahmad, Hassan
AU - Goraya, Muhammad Awais Shakir
AU - Akram, Muhamamd Shakaib
AU - Shafique, Muhammad Nouman
N1 - 24 months embargo. Expected DOI: 10.1002/mar.21487. This is the peer reviewed version of the following article: Let’s play: me and my AI-powered avatar as one team, (2021), which has been published in final form at DOI: 10.1002/mar.21487. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
PY - 2021/6/1
Y1 - 2021/6/1
N2 - Artificial Intelligence (AI) tools have altered the gaming industry, thanks to their newly incepted functionalities which have enhanced the consumer experience. Building on innovation diffusion theory, technology acceptance model, and flow theory, this study highlights the concept of an AI-powered avatar. This study explores the roles of perceived easiness, usefulness, advantage, compatibility, enjoyment, customization, and interactivity in forming the gamers’ intention to play with AI-powered avatar. A survey data of 500 respondents, from China, having an experience of playing online video games is used to test the proposed hypotheses. The results offer significant support to the proposed relationships related to the adoption of an AI-powered avatar and the consumers’ psychological association with its adoption. Consequently, the reults imply that AI-powered avatars should allow gamers to customize, interact, and take assistance to move up levels with an enjoyable experience. Moreover, this study also suggests that digital technologies such as, AI could be integrated into the gaming environment for a more pleasing and immersive experience.
AB - Artificial Intelligence (AI) tools have altered the gaming industry, thanks to their newly incepted functionalities which have enhanced the consumer experience. Building on innovation diffusion theory, technology acceptance model, and flow theory, this study highlights the concept of an AI-powered avatar. This study explores the roles of perceived easiness, usefulness, advantage, compatibility, enjoyment, customization, and interactivity in forming the gamers’ intention to play with AI-powered avatar. A survey data of 500 respondents, from China, having an experience of playing online video games is used to test the proposed hypotheses. The results offer significant support to the proposed relationships related to the adoption of an AI-powered avatar and the consumers’ psychological association with its adoption. Consequently, the reults imply that AI-powered avatars should allow gamers to customize, interact, and take assistance to move up levels with an enjoyable experience. Moreover, this study also suggests that digital technologies such as, AI could be integrated into the gaming environment for a more pleasing and immersive experience.
KW - AI-powered avatar
KW - customization
KW - interactivity
KW - AI adoption
KW - interactive gaming
U2 - 10.1002/mar.21487
DO - 10.1002/mar.21487
M3 - Article
SN - 0742-6046
VL - 38
SP - 1014
EP - 1025
JO - Psychology and Marketing
JF - Psychology and Marketing
IS - 6
ER -