Acceptance Model Research Articles

Obstructive factors encountered when using immersive technology in tourism heritage: the moderating effect of the personal capability via SEM-PLS process

Purpose There is a void in systematically assessing obstructive factors as antecedents in the technology acceptance model (TAM). Three obstructive factors are investigated, namely, discomfort, insecurity and risk. Besides, this study aims to propose the moderator – personal capability (PC) and tested its effects on the relationship between perceived usefulness (PU) and perceived ease of use (PEU) and behavioral intention (BI). Design/methodology/approach Quantitative data analysis was used to verify the adapted model by using Smart PLS4. The data from 327 valid respondents are analyzed. Findings Discomfort is a significant antecedent impacting both PU and PEU. Insecurity and risk are inhibitors of PEU and PU, respectively. This study contributes to the scarce literature on the moderating effects of PC that moderates the influence between PU and BI positively. Originality/value This study contributes a new TAM extension by incorporating obstructive factors and exploring the moderating role of personal capability about AR Glasses. This research also enables innovation companies to enhance the design of their products and services via users’ feedback.

An empirical analysis of user intention to use chatbots for airline tickets consultation

Purpose This study aims to empirically analyze the factors influencing users’ intention to use chatbots for airline ticket consultation. It seeks to introduce a comprehensive framework based on the technology acceptance model (TAM) that integrates key factors alongside traditional TAM constructs to understand what drives behavioral intention to use chatbots in the context of airline ticket consultation. Design/methodology/approach The study uses the partial least squares-structural equation modeling (PLS-SEM) approach to validate the proposed model empirically. Data were collected through a survey questionnaire distributed to potential users in Saudi Arabia, with 393 valid responses from a total of 409 received being included in the analysis. Findings The empirical analysis confirms the significance of perceived usefulness and user satisfaction as direct determinants of behavioral intention. Additionally, it reveals that factors such as perceived ubiquitous access, perceived completeness, perceived accuracy, perceived unbiased response and perceived convenience have both direct and indirect significant impacts on the behavioral intention to use chatbots for airline ticket consultation. Originality/value This research advances theoretical understanding and holds practical implications for designing and implementing effective chatbot services. By investigating the complex interplay of these factors, the study makes substantive contributions to both theoretical advancements and practical applications in the field, particularly in enhancing the user experience and acceptance of chatbots for airline ticket consultations.

Beyond blueprints: unveiling sustainable housing ambitions – a TAM and EMGB fusion among paraprofessionals in urban construction landscape

PurposeThis study explores the factors influencing the investment intentions of potential home buyers among paraprofessionals in sustainable housing within urban construction. By combining the technology acceptance model (TAM) and the extended model of goal-directed behavior (EMGB), the research seeks to understand how technological perceptions, personal motivations and behavioral intentions intersect to shape these investment decisions.Design/methodology/approachA quantitative, cross-sectional and descriptive research design was employed in this study. The study surveyed 641 paraprofessionals as potential home buyers in various Indian cities using a multi-stage stratified sampling technique. It incorporated variables from the TAM and EMGB, modifying some aspects to include financial self-efficacy, hedonic motivation and anticipated regret, alongside adding location as a new factor to examine its impact. For data analysis, partial least squares structural equation modeling was utilized. The analysis focused on hypothesis testing to examine the relationships between the constructs of interest. Bootstrap t-values and effect sizes were used to assess these relationships’ significance and magnitude.FindingsThe study found that perceived usefulness and ease of use significantly enhance attitudes toward sustainable homes, while subjective norms have a minimal effect on such investments in India, emphasizing personal rather than societal influences. Financial self-efficacy, anticipated regret and hedonic motivation are key drivers, indicating that economic capacity and the pursuit of a satisfying lifestyle are crucial for investment intentions. Additionally, the importance of location is highlighted, with infrastructural aspects notably affecting sustainable housing appeal. These insights reveal unique dynamics in India’s sustainable housing sector, diverging from trends in developed countries.Originality/valueThe study lies in its unique fusion of the TAM and EMGB specifically tailored to the Indian urban construction context. It introduces financial self-efficacy, hedonic motivation and anticipated regret as novel variables within these frameworks, alongside emphasizing the significant role of location in sustainable housing decisions. This approach offers new insights into the psychological and socioeconomic factors driving sustainable housing investments in developing countries.

Usage Intention of ChatGPT for Health in Turkey: An Extended Technology Acceptance Model

Usage Intention of ChatGPT for Health in Turkey: An Extended Technology Acceptance Model

An Examination of Factors Influencing Physicians' Acceptance and Use of the e-Nabız System

Aim: This study aims to identify the factors influencing physicians' acceptance and use of the e-Nabız system by comparing two models. Methods: Conducted with 388 physicians from university hospitals across Turkey, the study utilized an online survey based on the Unified Theory of Acceptance and Use of Technology (UTAUT) scale. Descriptive analyses, frequency and percentage distributions, reliability analysis, confirmatory factor analysis, and structural equation modelling were applied to the collected data. Results: In Model 1, the behavioral intention was influenced by performance expectancy and social influence, while usage behavior was shaped by social influence, facilitating conditions, and behavioral intention. Model 1 accounted for 75% of the variance in behavioral intention and 69% in usage behavior. In contrast, Model 2 identified performance expectancy, anxiety, habit, personal technology innovativeness, and workflow as significant predictors of behavioral intention. Usage behavior in Model 2 was influenced by habit, facilitating conditions, anxiety, personal technology innovativeness, workflow, and behavioral intention, explaining 84% of the variance in behavioral intention and 85% in usage behavior. Conclusion: The findings indicate that Model 2 provides a more comprehensive explanation of the factors affecting the acceptance and use of the system. To enhance acceptance and usage, the study suggests focusing on anxiety management, emphasizing performance benefits, aligning the system with workflow, educating users about new technologies, and implementing incentives to foster habitual use. Future research should explore other technology acceptance models in various healthcare information systems to deepen understanding.

Mothers prefer a hybrid model of postpartum care: a pilot mixed method study.

Telehealth, including video consultation (VC), has become prevalent during the COVID-19 pandemic. However, the experience and concern of women using VC for postpartum care has yet to be adequately studied but is crucial for their adoption. The study aimed to assess the experience and attitude of postpartum mothers (PPM) towards using VC as a novel model of care delivery and the factors that could potentially affect their adoption. Data were gathered from PPM participating in VC using Zoom platform for postpartum care using mixed method. In-depth interviews (IDI) of twenty-five PPM were audio-recorded, transcribed verbatim and audited for accuracy. Thematic analysis was conducted to identify themes relating to perceived threat, usefulness, ease of use, and attitudes toward using VC in postpartum care. The themes are reported based on the "Health Information Technology Acceptance Model" framework. Preliminary quantitative data on the acceptability of VC were collected using structured surveys. PPMs valued convenience, accessibility, and personalised care VC offered to address their immediate postpartum concerns. They perceived VC as suitable for seeking medical opinions, improving confidence in parent crafting, and providing better care access. They recognised the lack of physical examination as a major limitation in VC and proposed a hybrid postpartum care model, combining VC and in-person consultation to cater to individual needs and preferences. PPMs alluded to trust in the care providers, flexibility in VC appointment timings and enhanced interface of remote platforms as enablers for VC adoption. Preliminary quantitative data shows that PPMs found VC saved time (100%), energy (98%), and money (90%) and was appropriate (94%), easy to use (96%), acceptable (96%) for postpartum care. PPMs favoured combining VC and in-person consultation to mitigate their concerns and personalise their care needs.

Efficacy of education outside the classroom to increase adolescent physical activity.

Physical inactivity increases risks of cardiovascular disease, poor mental health, and morbidity. School-based physical activity (PA) promotion can reach children from differing backgrounds in a large proportion of their waking hours. Education outside the classroom (EOtC) is an PA-integrating pedagogical approach that aligns PA with the primary goals of schools and is therefore thought to present an acceptable, feasible, and efficacious model for school-based PA. This registered report used a cluster randomised wait list design to evaluate the efficacy of an EOtC intervention that aims to increase adolescents' (ages 10-16years) school-based (school week) and overall (full week) PA by providing a course on the pedagogical and didactic methods of EOtC to teachers across 30 Danish schools, and subsequently the teachers implementing EOtC in their classes > 5h weekly over the course of one school year. Across 20 schools, 503 pupils aged 9-14years were enrolled. The intervention group classes delivered a weekly mean of 238 (± 50) minutes of EOtC per-protocol and engaged in 20.4% moderate-to-vigorous school-based PA above the control group, however with no effect on overall PA. Enhancing effectiveness on overall PA, supplementing the intervention with additional PA activities, or adjusting its delivery and implementation is necessary.Protocol registration The stage 1 protocol for this Registered Report was accepted in principle on 22/08/22. The protocol, as accepted by the journal, can be found at: https://doi.org/10.17605/OSF.IO/NTM9K .

Exploring the Influence Factors of Digital Entrepreneurship in Improving the Digitization of Small and Medium Enterprises in Yemen

This research provides valuable insights into the impact of digital entrepreneurship on the digitalization of small and medium-sized enterprises (SMEs) in Yemen. By integrating the Technology Acceptance Model (TAM) and the Technology-Organization-Environment (TOE) framework, the research examines the role of various factors-technological, organizational, environmental, and individual, affecting technology adoption and utilization in SMEs. The study primarily explores the direct and indirect influences of these factors on actual system use, with a particular focus on the mediating roles of perceived usefulness and perceived ease of use in shaping attitudes toward technology adoption. Data were collected through a survey of 392 respondents, and the results were analyzed using partial least squares structural equation modelling (PLS-SEM). The measurement model was validated for reliability and accuracy, followed by an evaluation of the structural model to test the proposed hypotheses. The findings highlight the critical role of information and communication technology (ICT) adoption in enhancing both perceived ease of use and perceived usefulness. Additionally, the knowledge of IT entrepreneurs and government support were found to uniquely influence perceived ease of use and perceived usefulness, respectively. Both of these perceptions, in turn, positively impacted attitudes toward and the actual use of digital tools within SMEs. To address the challenges faced by Yemeni SMEs, it is recommended to enhance digitalization through ICT adoption and promote a pro-technology culture. Policymakers should create a supportive environment via targeted policies, subsidies, and public-private partnerships to foster sustainable growth and competitiveness.

Intermediate Phase English First Additional Language Teachers’ Use of Technology in Rural Schools of Limpopo

<p style="text-align:justify">Teachers’ access to technology in this day and age could have a positive effect on the teaching and learning of English first additional language (EFAL). This qualitative interpretive case study explored how limited access to technology resources affects the teaching practices of Intermediate Phase EFAL teachers in rural schools in Limpopo, South Africa. This study, underpinned by the Technology Acceptance Model (TAM), conducted semi-structured interviews to collect data from ten EFAL teachers who were purposively sampled. Thematic analysis was used to analyse the data. The study revealed that three of the ten EFAL teachers sampled integrated technology into their teaching despite challenges such as insufficient projectors, lack of learners’ smartphones and data bundles, and Internet connectivity. However, the other seven sampled participants did not use technology, citing a lack of digital tools and knowledge as a contributing factor. The study concludes that the lack of resources contributed to limited or no use of technology and the motivation to integrate technology into their lessons. Based on these findings, it is recommended that technological resources that can help EFAL teachers with digital teaching be made available so that they can integrate them to assist learners in developing language skills. Furthermore, in-service training and ongoing support should be provided to EFAL teachers to give them knowledge and skill to use available technology resources effectively.</p>

Living Group Climate in Kosovo and Albania: Internal Structure and Reliability of the Prison Group Climate Instrument (PGCI)

ABSTRACT This study examined the internal structure and internal consistency reliability of the Prison Group Climate Instrument (PGCI), by means of confirmatory factor analysis (CFA) and reliability analyses in a sample of 195 minors (92.8% male; aged 14–24; M = 17.6, SD = 1.52) in Kosovo and Albania. Findings showed an acceptable model fit for a three-factor model consisting of three correlated factors with good internal consistency reliability: Support (ω = .93), Growth (ω = .86), and Atmosphere (ω = .83), rather than the original four-factor model. The repression subscale did not fit participant’s perception, possibly due to cultural values favoring authority and respect for the rules. PGCI can be used to assess and monitor living group climate from the perspective of rehabilitation, facilitating future scientific research and continuous improvement of forensic residential care in these countries.

Building Information Modeling Adoption in the Palestinian Construction Industry: Influencing Factors, External Determinants, and Technology Acceptance

ABSTRACT Building Information Modeling (BIM) is a worldwide spreading technology for the Architecture, Engineering, and Construction (AEC) industry that allows for continuous modification and improvement of building models, resulting in improved quality and cost savings in the project. The study aims to investigate the adoption pattern of BIM in the Palestinian market and identify significant factors that influence the adoption process, including top management support, organizational culture, and the number of experts and technicians. A structured questionnaire was developed, distributed electronically, and 168 valid responses were received, leading to a margin error of 4.4% and a response rate of 67.2%. A model, based on the Technology Acceptance Model (TAM) was developed and partial least squares structural equation modeling (PLS-SEM) was utilized to evaluate the measurement model’s reliability and validity, test hypotheses regarding the relationships between constructs, and assess the impact of various factors on the intention to adopt BIM within the construction industry. Six external influences on acceptance are highlighted. Individual and organizational acceptance drivers are identified, including top management support, ease of use, and competitive landscape. Government policies impact adoption and results stress internal and external considerations for BIM adoption.

Documenting trends in blockchain technology adoption: a systematic review

Purpose This study aims to critically analyze existing research on blockchain technology adoption, examining the dominant models and methodologies used, the primary domains where blockchain is applied and the emerging opportunities across various sectors. Design/methodology/approach Using a methodical systematic review approach, the authors meticulously examined a pool of 1,322 collected articles, subjecting 38 studies to rigorous assessment. Through this comprehensive analysis, the authors unveiled the key models and influential factors that intricately shape the trajectory of blockchain adoption. Findings The primary models identified for investigating blockchain adoption were the technology acceptance model and technology–organization–environment. Apart from the core variables within these models, the pivotal determinants influencing various blockchain applications include perceived trust, perceived cost and social influence. In addition, this study highlights supply chain management as a prominent domain for blockchain application adoption. Practical implications Understanding these influential factors and models can guide practical decisions and aid stakeholders in formulating effective strategies for blockchain adoption in diverse sectors. Originality/value This study contributes to advancing the understanding of blockchain adoption dynamics by unveiling the prevalent models and determinants shaping adoption. This study offers valuable insights into the factors influencing the use and adoption of blockchain technologies across diverse sectors.

Technology acceptance model for understanding consumer’s behavioral intention to use artificial intelligence based online shopping platforms in Bangladesh

Technology acceptance model for understanding consumer’s behavioral intention to use artificial intelligence based online shopping platforms in Bangladesh

The effect of social media engagement on telemedicine adoption: an empirical study

Purpose This study aims to assess the collective impact of social media engagement and anxiety due to COVID-19 on telemedicine adoption intentions with other constructs of the Technology Acceptance Model (TAM) concerning anxiety linked to COVID-19 and the influence of privacy concerns on TAM constructs. These constructs encompass the perception of ease of use, perceived usefulness, one’s attitude toward telemedicine and the intention to utilize telemedicine. Design/methodology/approach A total of 178 comprehensive responses were gathered over a six-month period from residents in Mumbai, India, to examine the proposed model. The data was analyzed using software tools, including SPSS version 23 and IBM AMOS 21, to compute factor loadings, assess model fit, estimate path relationships and conduct hypothesis testing. Findings Privacy concerns with telemedicine usage had a significant negative impact on behavioral engagement (B = −0.20, SE = 0.08, p < 0.05) and positively impacted affective engagement (B = 0.25, SE = 0.06, p < 0.01). Similarly, anxiety due to COVID-19 had a negative impact on the perceived usefulness of telemedicine (B = −0.10, SE = 0.03, p < 0.05). Research limitations/implications This research addresses a void in the existing literature by merging the TAM and the Social Media engagement theory. This study reaffirms the impact of past and relevant experiences, privacy concerns and COVID-19-induced anxiety on various components of TAM, thus expanding and enriching the TAM model. Practical implications Healthcare administrators should implement strategies to alleviate privacy-related apprehensions associated with telemedicine platforms. Additionally, they should promote existing users to create and disseminate positive content to mitigate COVID-19-induced anxiety and foster meaningful engagement, thereby enhancing the willingness to adopt telemedicine. Social implications Providers and promoters of telemedicine platforms and services may lean toward employing digital marketing campaigns that rely on emotional persuasion, including tapping into the fear factor to boost subscription and service sales. Such practices raise ethical questions, underscoring the need for well-defined advertising standards to govern the marketing of these products. Originality/value This article is among the relatively rare studies that document the favorable influence of emotional engagement on the intention to utilize telemedicine, underscoring the significant role of emotions in shaping telemedicine adoption Intentions.

Predicting wearable technology readiness in a South African government department: Exploring the influence of wearable technology acceptance and positive attitudes

Wearable technologies are anticipated to flourish in the fourth industrial revolution, enabling employers to integrate data into organizational systems. This study examined whether readiness for wearables can predict employees’ acceptance of these devices in the workplace. It explored the factors of technology readiness influencing acceptance and attitudes towards wearable use. A quantitative research approach was adopted, involving 8,081 employees from the South African Department of Employment and Labour (DEL). Census sampling was employed, with questionnaires distributed electronically, resulting in 351 responses. The Technology Readiness and Acceptance Model (TRAM) was the measuring instrument. Four hypotheses were formulated to investigate the relationship between readiness and acceptance of wearables. Results indicated that eagerness, optimism, and discomfort in the technology readiness scales significantly predicted technology acceptance. Specifically, optimism and eagerness were consistent positive predictors, while discomfort negatively impacted two of the three acceptance dimensions. Insecurity was not found to be a predictor of acceptance. The study recommends revising DEL's digital transformation policy to embrace wearables, emphasizing their potential for seamless integration. Additionally, it identifies a positive attitude as a new dimension of the TRAM, contributing to establishing a Wearable Readiness and Acceptance Model (WRAM), which has not been previously introduced in the literature.

Bridging technostress and continuous learning in knowledge-intensive organizations: A socio-technical systems approach for the future of healthy working life

We present an interdisciplinary exploration of technostress in knowledge-intensive organizations, including both business and healthcare settings, and its impact on a healthy working life. Technostress, a contemporary form of stress induced by information and communication technology, is associated with reduced job satisfaction, diminished organizational commitment, and adverse patient care outcomes. This article aims to construct an innovative framework, called The Integrated Technostress Resilience Framework, designed to mitigate technostress and promote continuous learning within dynamic organizational contexts. In this perspective article we incorporate a socio-technical systems approach to emphasize the complex interplay between technological and social factors in organizational settings. The proposed framework is expected to provide valuable insights into the role of transparency in digital technology utilization, with the aim of mitigating technostress. Furthermore, it seeks to extend information systems theory, particularly the Technology Acceptance Model, by offering a more nuanced understanding of technology adoption and use. Our conclusion includes considerations for the design and implementation of information systems aimed at fostering resilience and adaptability in organizations undergoing rapid technological change.

TEACHERS’ AND STUDENTS’ PERCEPTIONS TOWARDS THE USE OF CHATGPT TO IMPROVE WRITING IN THE MALAYSIAN SECONDARY SCHOOL CONTEXT

The use of artificial intelligence in education has gained traction among teachers as well as students in recent years. Artificial intelligence (AI)-powered language models such as ChatGPT have been widely used for various purposes, including to produce improved writing. This study sought to investigate the perceptions of secondary school students and English teachers in Malaysian public schools on the use of ChatGPT to enhance students’ English writing. Alongside that, this study also investigated how ChatGPT was used by both students and teachers and factors that influenced their use of ChatGPT. This study employed a qualitative research design. The participants in this study hail from six schools around Sabah: SMK Tansau, Penampang; SM St. Michael, Penampang; SMK Shan Tao, Kota Kinabalu; SMK Bongawan II; SMK Umas-Umas, Tawau; and SMK Desa Kencana, Lahad Datu. A total of 20 participants participated in this study. 12 of them were students, and the rest were English teachers. Data for this study was collected using an open-ended questionnaire designed based on the Technology Acceptance Model (TAM). The data were analyzed thematically. The findings of the study showed that both students and teachers generally believe ChatGPT to be an effective tool to enhance students’ English writing proficiency. Among the features of ChatGPT that were lauded by the participants were its ability to provide personalized feedback and perform tasks that are useful for writing, such as proofreading and idea generation. Several challenges were also pointed out, such as difficulties using ChatGPT due to lack of resources and digital literacy. The participants also expressed their concern about the possibility of overdependency on ChatGPT, which can hamper the development of the students ability to write independently. The findings of this study contributed to the current knowledge of the perceptions of the use of ChatGPT among secondary school students and English teachers in Malaysian public secondary schools. This knowledge can guide educators and policymakers on matters related to the integration of AI into English writing instruction.

Assessing the Effectiveness of Virtual Reality Simulation in ICT Education: A Study Based on the Technology Acceptance Model

Assessing the Effectiveness of Virtual Reality Simulation in ICT Education: A Study Based on the Technology Acceptance Model

Abstract 4126893: Feasibility and Acceptability of a Nurse-Pharmacist Post-Discharge Telehealth Model of Care for Heart Failure Patients

Background: Suboptimal medication management is common in patients with heart failure (HF), particularly during transitions-of-care. To date, there are few studies assessing the feasibility of a nurse-pharmacist post-discharge telehealth service for medication optimisation in patients with HF. We performed a feasibility study to determine service uptake and acceptability, and ability to identify medication-related issues for HF patients as they transition from hospital to home. Methods: HF patients were referred to an existing post-discharge telehealth service and offered medication reconciliation and education in addition to their usual care; a service we termed ‘MedRec’ (MR). Primary outcomes were feasibility, measured through recruitment and successful MR completion, and acceptability, measured by an investigator-developed survey. Secondary outcomes were medication-related issues detected during MR. Results: A total of 100 HF patients were offered a post-discharge MR. Mean age of patients was 68.5 ±14.2 years, and mostly male sex (62%). Pharmacist MRs were requested by 80% of patients. In total 62 MRs (77.5%) were performed; 9 patients declined MR during follow-up and an additional 9 patients were uncontactable. Mean time to MR following nurse referral was 10.98 ±9.74 days. Drug-related toxicity or adverse effect presentation was identified in 25 (40.3%) MR recipients at the time of consultation and subsequently required general practitioner follow-up. Medication compliance issues were detected by the pharmacist in 13 (20.9%) patients; forgotten doses being the most common concern. Undertreated medical conditions, such as symptomatic HF and chronic pain, were identified in 12 (19.3%) MR recipients. Medications prescribed without any apparent indication were found in 8 (12.9%) patients. Drug or disease management information was requested by 35 (56.4%) MR recipients. A total of 35 (56.5%) post-MR surveys were successfully completed. All participants who completed a post-MR survey agreed that a post-discharge telehealth MR was an acceptable form of education provision. Engagement with a pharmacist MR was perceived to ease anxiety associated with understanding medication-related changes and empowered greater medication self-management. Conclusions: A post-discharge nurse-pharmacist telehealth service is a feasible and acceptable model of care. Inclusion of a routine MR post-discharge may be an effective means of maintaining continuity of care for HF patients.

Can AI-powered avatars replace human trainers? An empirical test of synthetic humanlike spokesperson applications

Purpose This study aims to investigate the effectiveness of widely adopted but under-studied synthetic humanlike spokespersons (SHS) compared to organic human spokespersons in workplace training videos. The primary aim is to evaluate whether employees will rate training videos more negatively when they perceive their trainer to be synthetic such as those videos made with the AI-powered tools Synthesia or HeyGen. Results suggest that while ratings are more negative when the viewer perceives syntheticness, the change is only mild across most measures deployed here. When measures were calculated by using actual modality and not perceived modality, no significant change in rating was found. This study deployed three measures: actual knowledge transfer, perceived effectiveness and brand impression. It is guided by a convergence of AI Literacy Theory, the Technology Acceptance Model and the Theory of Reasoned Action. Design/methodology/approach Over 250 professionals assessed the effectiveness of training videos in a 2 × 2 trial design. Participants were randomly assigned to view one of four training videos featuring either a synthetic or organic spokesperson for a fictional business. After watching the video, participants answered Likert-scale survey questions and multiple-choice quiz-style questions to provide comparative measurements of actual knowledge transfer effectiveness, perceived effectiveness, brand impression and the effectiveness of the synthetic deception. The study used both ANOVA and multiple regression analyses to control for potential confounding variables and ensure the robustness of the findings. Findings The results indicate no significant differences between SHS and organic human spokespersons in terms of actual effectiveness (quiz scores), perceived effectiveness or brand impression, based on actual modality comparisons. However, when respondents perceived syntheticness, the avatar triggered the negative uncanny valley phenomenon and slightly decreased overall scores in perceived effectiveness and brand impression. Notably, more than half of respondents did not detect that the SHS was synthetic. Demographic variables such as gender, age or household income had no significant impact on the results. Practical implications Organizations can justifiably consider incorporating SHS into their training programs, leveraging these synthetic agents to deliver cost-effective and scalable learning solutions. The findings suggest that SHS can be used effectively for goals such as actual knowledge transfer without compromising training quality, and that other perceptual goals may be within reach as well. This may offer a viable alternative to traditional, organic human spokespersons, opening up new opportunities for enhancing training efficiency and accessibility across various industries. Originality/value Synthetic avatars, as outlined here, are a demonstrably effective new option in the array of available learning technologies. They are being adopted en masse but without significant study of their effectiveness. This research provides foundational quantitative assessments designed to address that gap in the literature and practice. The data presented here is highly valuable for practitioners and scholars interested in cutting-edge learning tools. Given the rapid advancement of technology, this study provides an important benchmark for evaluating future improvements in these tools. Furthermore, it offers actionable recommendations for integrating AI-powered avatars into professional development, enhancing understanding of the roles advanced technologies play in educational and training programs.