...Andrea Sestino; Alfredo D'Angelo Purpose This article, rooted in the Uncanny Valley Theory, investigates how human-like similarity in AI-based avatars influences individuals' emotional responses, highlighting the mediating role of perceived anthropomorphism and creepiness, and the moderating...

...Shizhen Bai; Jiamin Zhou; Chunjia Han; Mu Yang; Brij B. Gupta; Varsha Arya; Dingyao Yu Purpose The metaverse is one of the latest developments in e-commerce and is a new business tool for business growth. The purpose of this study is to investigate the relationship between avatar facial maturity...