Exploring the Effect of Avatar Trust on Learners' Perceived Participation Intentions in an e-Learning Environment

Abstract

With continued advancements in Web technology, e-learning systems have emerged as an effective venue in which learners can interact with online contents and they are often equipped with avatar instructors in lieu of human instructors. In this case, avatar trust, the learners' perceived trust in the avatar instructor, plays an important role in learners' perceived intentions to participate in the e-learning activities. We assumed that social presence positively affects participation intention (PI) through avatar trust. The main purpose of this study is to empirically validate this hypothesis. Using two types of avatars as a moderating factor, our hypothesis was tested against 200 valid questionnaires. We found that social presence had a statistically significant influence on perceived PI through avatar trust, and that an attractive avatar type sheds stronger moderating effect on paths between social presence and avatar trust, and path between trust and participation than does an expert avatar type.