َAbstract

Objective: Recent advancements in artificial intelligence have led to interactions with virtual agents emerging as a new paradigm for merging the real and virtual worlds. E-brand loyalty, resulting from this interaction, is considered a desirable and ideal outcome for many brands active in the Metaverse space, given its competitive and volatile nature. However, in reality, this goal may remain unattained for many brands. This significant issue has prompted researchers in recent years to examine not only the positive consequences of brand and business presence in the Metaverse and human interaction with their virtual agents (such as avatars), but also to investigate other distinct aspects of this interaction. Accordingly, the present study, with an innovative approach based on the two theories of the 'Uncanny Valley' and 'Sense of Embodiment,' examines how user attitude changes concurrently with a decrease in trust during interaction with a digital avatar. Therefore, the aim of this research is to investigate the impact of the uncanny valley phenomenon of digital avatars on brand loyalty by clarifying the roles of attitude, trust, and recommendation-based advertising.

Methodology: This applied research employs a descriptive-survey design. The statistical population consists of users of the Rang Metaverse (Iran's first Metaverse). The sample size, determined using G*Power software version 3.1, consisted of 138 participants selected via convenience sampling. Data was collected using an online survey questionnaire, the validity and reliability of which were confirmed. Descriptive data analysis was performed using SPSS software version 26, and the research model was analyzed based on the structural equation modeling (SEM) approach using SmartPLS software version 3.

Findings: The findings revealed that the digital doppleganger has a positive and significant impact on the user's feeling of uncanniness in the uncanny valley. Furthermore, based on the results, uncanniness in the uncanny valley negatively impacts user attitude and trust. Additionally, the impact of attitude on eWOM advertising, as well as the impact of trust and eWOM advertising on e-brand loyalty, was confirmed.

Conclusion: According to the research findings, 3D and anthropomorphized avatars play a significant role in shaping customer behavior in the Metaverse. A high level of realism in these avatars can yield counterproductive results instead of evoking positive feelings in users. Negatively impacting user attitude and trust, it can lead to negative eWOM and reduced user loyalty. Given the novelty of this technology both globally and particularly in Iran, it seems essential to provide users with the necessary awareness regarding the features, characteristics, and capabilities of virtual avatars. Additionally, precise planning with a fully practical approach is required concerning the types of avatars and the degree of their customization, for which some recommendations have been offered to managers active in this field.



Keywords: Digital doppleganger, Uncanny valley, Attitude, Trust, Electronic word of mouth, Electronic brand loyalty.