{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,9]],"date-time":"2026-03-09T21:47:17Z","timestamp":1773092837955,"version":"3.50.1"},"reference-count":123,"publisher":"Emerald","issue":"5","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,11,3]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>With the expansion of artificial intelligence (AI) technology in everyday life, it is critical to discuss how and why consumers respond in certain ways to AI agents. However, few studies have examined the mechanisms underlying users\u2019 responses to these agents. This study aims to identify such mechanisms and discuss how users form loyalty toward AI agents. Specifically, this study addresses interactivity with AI voice assistants as a key determinant of user loyalty, presenting user perceptions of the human-likeness of AI voice assistants and communication self-efficacy as sequential mediators.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>We investigate the effects of human-likeness and communication self-efficacy on the relationship between interactivity and loyalty to AI voice assistants by developing a sequential mediation model. To estimate the empirical model, data were collected through an online survey with 330 respondents.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The results indicate that interactivity influences loyalty directly and positively. In addition, interactivity affects loyalty indirectly sequentially through human-likeness and communication self-efficacy.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>By uncovering the psychological mechanisms underlying users\u2019 loyalty to AI voice assistants, this study provides new academic and managerial insights that have not been clearly identified in the current literature.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/itp-01-2023-0065","type":"journal-article","created":{"date-parts":[[2024,7,5]],"date-time":"2024-07-05T12:44:17Z","timestamp":1720183457000},"page":"2284-2304","source":"Crossref","is-referenced-by-count":6,"title":["The underlying mechanism of user response to AI assistants: from interactivity to loyalty"],"prefix":"10.1108","volume":"38","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6785-4671","authenticated-orcid":true,"given":"Minjeong","family":"Ko","sequence":"first","affiliation":[{"name":"School of Business, Yonsei University , ,","place":["Seoul, South Korea"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4564-1069","authenticated-orcid":true,"given":"Luri","family":"Lee","sequence":"additional","affiliation":[{"name":"Division of International Trade, Incheon National University , ,","place":["Incheon, South Korea"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5493-2140","authenticated-orcid":true,"given":"Yunice YoungKyoung","family":"Kim","sequence":"additional","affiliation":[{"name":"School of Business, Yonsei University , ,","place":["Seoul, South Korea"]}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2024,7,5]]},"reference":[{"issue":"2","key":"2025103008411225300_ref001","doi-asserted-by":"publisher","first-page":"167","DOI":"10.1111\/j.1468-2885.2004.tb00310.x","article-title":"Toward a theory of motivated information management","volume":"14","author":"Afifi","year":"2004","journal-title":"Communication Theory"},{"key":"2025103008411225300_ref002","doi-asserted-by":"publisher","first-page":"2136","DOI":"10.3389\/fpsyg.2018.02136","article-title":"The development of anthropomorphism in interaction: intersubjectivity, imagination, and theory of mind","volume":"9","author":"Airenti","year":"2018","journal-title":"Frontiers in Psychology"},{"issue":"4","key":"2025103008411225300_ref003","doi-asserted-by":"publisher","first-page":"715","DOI":"10.1007\/s11628-015-0288-8","article-title":"Cognitive and affective constituents of the consumption experience in retail service settings: effects on store loyalty","volume":"10","author":"Alan","year":"2015","journal-title":"Service Business"},{"issue":"6","key":"2025103008411225300_ref004","doi-asserted-by":"publisher","first-page":"1544","DOI":"10.1157\/10596011211070098","article-title":"Too much self-efficacy? 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