- Article
The Persuasive Power of AI Avatars Through Trust Transfer and the Elaboration Likelihood Model
- Ching-Jui Keng,
- Hsiao-Po Bao and
- Chia-Hung Lin
3 December 2025
Drawing upon the Elaboration Likelihood Model (ELM) and Trust Transfer Theory, this study investigates how AI digital avatars influence consumer trust and purchase intention. Using survey data collected from 378 valid respondents, the proposed model...