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The effect of the form realism of avatars on users’ intention to disclose privacy in online consultation context

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  • Nie, Xuan
  • Zhou, Li

Abstract

With the advancement of digital avatar technology, avatars are increasingly being used in online consultations to enhance medical service efficiency. While previous studies have extensively explored the positive effects of an avatar's form realism, it remains unclear whether a high degree of realism can promote patients' intention to disclose privacy, particularly in sensitive medical contexts. Drawing on media richness theory and evaluation apprehension theory, this study investigates the double-edged effect of a doctor avatar's form realism on a patient's intention to disclose privacy. Through a pretest and three experiments, our results indicate that while high form realism enhances a patient's disclosure intention via improved communication quality, it also simultaneously weakens this intention by heightening evaluation apprehension. Furthermore, we find that this dual effect is moderated by the consultation stage (pre-consultation vs. formal consultation) and the avatar's controlling entity (AI vs. human). This study deepens the understanding of avatar realism's complex impact and offers practical insights for the design and deployment of digital avatar technology in online healthcare platforms.

Suggested Citation

  • Nie, Xuan & Zhou, Li, 2026. "The effect of the form realism of avatars on users’ intention to disclose privacy in online consultation context," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    • Handle: RePEc:eee:joreco:v:90:y:2026:i:c:s0969698925004989
    DOI: 10.1016/j.jretconser.2025.104719
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