Effects of meta-human characteristics on user acceptance: from the perspective of uncanny valley theory

Despite the potential of meta-humans in the virtual space, research on how consumers react to meta-humans is scarce. This study investigates the effects of meta-human characteristics on user acceptance. 280 responses from the online survey were analysed using structural equation modelling. Findings revealed that meta-humans outshine digital humans in terms of performance and user acceptance. Users encountering digital humans are affected by the uncanny valley in terms of appearance and function. However, users encountering meta-humans are affected only in terms of function. Social presence and perceived novelty are additional factors affecting user acceptance. Theoretically, this study contributes to the literature by confirming the existence of the uncanny valley effect in meta-humans and by expanding human likeness to appearance and behaviour. Although meta-humans have surpassed the uncanny valley in appearance, they still lack familiarity in terms of behaviour. Practically, meta-humans and meta-human modelling tools have been found to surpass existing digital human technology both in performance and user acceptance. However, behavioural human likeness must continue to be developed in order to further increase user acceptance. Furthermore, familiarity does not directly affect user acceptance but mediates satisfaction. As user acceptance follows satisfaction, marketers should investigate user satisfaction rather than improving human likeness.