# Intention to adopt services by AI avatar: A protection motivation theory perspective

> Research article (Journal of Retailing and Consumer Services, 2024) · cited 38× · AI/ML

**Wikidata**: [openalex:W4399068475](https://www.wikidata.org/wiki/openalex:W4399068475)  
**Source**: https://4ort.xyz/entity/intention-to-adopt-services-by-ai-avatar-a-protection-motivation-theory-perspective