{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,26]],"date-time":"2026-08-26T20:09:06Z","timestamp":1787774946747,"version":"build-2784847793"},"reference-count":92,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,1,27]],"date-time":"2025-01-27T00:00:00Z","timestamp":1737936000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Systems"],"abstract":"<jats:p>AI virtual anchors are an emerging innovation that are gaining significant attention, as they hold promising applications across various fields. This study examines how users perceive live product selling by AI virtual anchors and its impact on brand image and brand loyalty. A two-stage PLS-SEM and ANN approach was employed to analyze data from a sample of 336 individuals in China who had experienced and utilized AI virtual anchors for purchases during branded live streaming sessions. The findings indicate that perceived usefulness, perceived enjoyment, and novelty positively impact brand image, with artificial neural network (ANN) analysis identifying brand image as the primary predictor. Furthermore, brand image acts as a mediator between these user perceptions and brand loyalty. These insights offer brand managers a strategic approach to utilize AI virtual anchors for fostering a positive brand image and building loyal customer bases. The study also contributes to the academic understanding of consumer behavior and brand management in the context of AI.<\/jats:p>","DOI":"10.3390\/systems13020079","type":"journal-article","created":{"date-parts":[[2025,1,28]],"date-time":"2025-01-28T07:54:08Z","timestamp":1738050848000},"page":"79","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":17,"title":["Effects of AI Virtual Anchors on Brand Image and Loyalty: Insights from Perceived Value Theory and SEM-ANN Analysis"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-0544-3911","authenticated-orcid":false,"given":"Yu-Peng","family":"Zhu","sequence":"first","affiliation":[{"name":"School of Journalism and Communication, Chongqing Key Laboratory for Intelligent Communication and City\u2019s International Promotion, Chongqing University, Chongqing 401331, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Lina","family":"Xin","sequence":"additional","affiliation":[{"name":"School of Journalism and Communication, Chongqing Key Laboratory for Intelligent Communication and City\u2019s International Promotion, Chongqing University, Chongqing 401331, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Huimin","family":"Wang","sequence":"additional","affiliation":[{"name":"College of International Economics and Trade, Ningbo University of Finance and Economics, Ningbo 315175, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1378-2473","authenticated-orcid":false,"given":"Han-Woo","family":"Park","sequence":"additional","affiliation":[{"name":"Interdisciplinary Graduate Programs of Digital Convergence Business, East Asian Cultural Studies, Cyber Emotions Research Center, Big Local Big Pulse Lab, Department of Media and Communication, YeungNam University, Gyeongsan-si 38541, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,1,27]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"100958","DOI":"10.1016\/j.elerap.2020.100958","article-title":"A 2020 perspective on \u201cHow live streaming influences purchase intentions in social commerce: An IT affordance perspective\u201d","volume":"40","author":"Sun","year":"2020","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"558","DOI":"10.1080\/0144929X.2020.1827457","article-title":"How livestreaming increases product sales: Role of trust transfer and elaboration likelihood model","volume":"41","author":"Chen","year":"2022","journal-title":"Behav. Inf. Technol."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"1718","DOI":"10.1108\/INTR-02-2020-0078","article-title":"Effects of customer trust on engagement in live streaming commerce: Mediating role of swift guanxi","volume":"31","author":"Guo","year":"2021","journal-title":"Internet Res."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"155","DOI":"10.1177\/1094670517752459","article-title":"Artificial intelligence in service","volume":"21","author":"Huang","year":"2018","journal-title":"J. Serv. Res."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"104107","DOI":"10.1016\/j.jretconser.2024.104107","article-title":"Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective","volume":"82","author":"Liu","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"103356","DOI":"10.1016\/j.jretconser.2023.103356","article-title":"How do virtual streamers affect purchase intention in the live streaming context? A presence perspective","volume":"73","author":"Gao","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"1803","DOI":"10.1007\/s10796-023-10425-2","article-title":"How do virtual ai streamers influence viewers\u2019 livestream shopping behavior? The effects of persuasive factors and the mediating role of arousal","volume":"26","author":"Zhang","year":"2023","journal-title":"Inf. Syst. Front."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"61","DOI":"10.1057\/s41262-022-00292-8","article-title":"AI service impacts on brand image and customer equity: Empirical evidence from China","volume":"30","author":"Yuan","year":"2023","journal-title":"J. Brand Manag."},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1108\/JPBM-05-2020-2907","article-title":"Customer\u2013brand relationship in the era of artificial intelligence: Understanding the role of chatbot marketing efforts","volume":"31","author":"Cheng","year":"2022","journal-title":"J. Prod. Brand Manag."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"103432","DOI":"10.1016\/j.jretconser.2023.103432","article-title":"The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types","volume":"74","author":"Zhang","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"103790","DOI":"10.1016\/j.jretconser.2024.103790","article-title":"Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity","volume":"79","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_12","first-page":"1","article-title":"AI application in journalism: ChatGPT and the uses and risks of an emergent technology","volume":"32","year":"2023","journal-title":"Anu. Thinkepi"},{"key":"ref_13","first-page":"794","article-title":"\u201cOh, happy day!\u201d Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty","volume":"17","author":"Huh","year":"2023","journal-title":"J. Res. Interact. Mark."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"2367","DOI":"10.1108\/IJCHM-04-2023-0516","article-title":"When cool hospitality brand meets AI: Exploring the matching effect of service agents and brand images on brand attitude","volume":"36","author":"Liu","year":"2024","journal-title":"Int. J. Contemp. Hosp. Manag."},{"key":"ref_15","first-page":"321","article-title":"\u201dAlexa, Build Me a Brand\u201d\u2014An Investigation into the impact of Artificial Intelligence on Branding","volume":"9","author":"West","year":"2018","journal-title":"Bus. Manag. Rev."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"14","DOI":"10.4018\/IJEEI.2018070102","article-title":"Artificial intelligence: Redefining marketing management and the customer experience","volume":"8","author":"Marinchak","year":"2018","journal-title":"Int. J. E-Entrep. Innov."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"102759","DOI":"10.1016\/j.ipm.2021.102759","article-title":"Business Innovation based on artificial intelligence and Blockchain technology","volume":"59","author":"Wang","year":"2022","journal-title":"Inf. Process. Manag."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"417","DOI":"10.1007\/s00146-019-00885-z","article-title":"Culture, the process of knowledge, perception of the world and emergence of AI","volume":"35","author":"Amershi","year":"2020","journal-title":"AI Soc."},{"key":"ref_19","first-page":"108","article-title":"Artificial intelligence for the real world","volume":"96","author":"Davenport","year":"2018","journal-title":"Harv. Bus. Rev."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"221","DOI":"10.4018\/JGIM.20210701.oa10","article-title":"The impact of artificial intelligence on branding: A bibliometric analysis (1982\u20132019)","volume":"29","author":"Varsha","year":"2021","journal-title":"J. Glob. Inf. Manag."},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"2","DOI":"10.1177\/002224298805200302","article-title":"Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence","volume":"52","author":"Zeithaml","year":"1988","journal-title":"J. Mark."},{"key":"ref_22","doi-asserted-by":"crossref","unstructured":"Baek, W.Y., Kim, K., Kim, D.H., and Byon, K.K. (2020). The impacts of the perceived golf course brand globalness on customer loyalty through multidimensional perceived values. Sustainability., 12.","DOI":"10.3390\/su12030978"},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"103693","DOI":"10.1016\/j.ijhm.2024.103693","article-title":"Unpacking AI for hospitality and tourism services: Exploring the role of perceived enjoyment on future use intentions","volume":"119","author":"Huang","year":"2024","journal-title":"Int. J. Hosp. Manag."},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"21582440231222760","DOI":"10.1177\/21582440231222760","article-title":"Exploring Effectiveness of Relationship Marketing on Artificial Intelligence Adopting Intention","volume":"13","author":"Cheng","year":"2023","journal-title":"SAGE Open"},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"102186","DOI":"10.1016\/j.jretconser.2020.102186","article-title":"Engaging and retaining customers with AI and employee service","volume":"56","author":"Prentice","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1080\/00913367.2002.10673685","article-title":"What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness","volume":"31","author":"Liu","year":"2002","journal-title":"J. Advert."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"3387","DOI":"10.1111\/poms.13784","article-title":"Fly with the wings of live-stream selling\u2014Channel strategies with\/without switching demand","volume":"31","author":"Pan","year":"2022","journal-title":"Prod. Oper. Manag."},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"543","DOI":"10.1016\/j.jbusres.2018.08.032","article-title":"The role of live streaming in building consumer trust and engagement with social commerce sellers","volume":"117","author":"Wongkitrungrueng","year":"2020","journal-title":"J. Bus. Res."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"322","DOI":"10.1016\/j.jretconser.2018.07.007","article-title":"Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty","volume":"50","year":"2019","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"102404","DOI":"10.1016\/j.jretconser.2020.102404","article-title":"Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use","volume":"63","author":"Molinillo","year":"2021","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"37","DOI":"10.1016\/j.tele.2018.12.006","article-title":"The adoption of virtual reality devices: The technology acceptance model integrating enjoyment, social interaction, and strength of the social ties","volume":"39","author":"Lee","year":"2019","journal-title":"Telemat. Inform."},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"101938","DOI":"10.1016\/j.jretconser.2019.101938","article-title":"The roles of perceived risk, attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention","volume":"52","author":"Bonnin","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_33","first-page":"74","article-title":"Rise of machine agency: A framework for studying the psychology of human\u2013ai interaction (HAII)","volume":"25","author":"Sundar","year":"2020","journal-title":"J. Comput. Commun."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"37","DOI":"10.1287\/isre.1040.0015","article-title":"Building effective online marketplaces with institution-based trust","volume":"15","author":"Pavlou","year":"2004","journal-title":"Inf. Syst. Res."},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"91","DOI":"10.1177\/0022242920957347","article-title":"Artificial intelligence in utilitarian vs. hedonic contexts: The \u201cword-of-machine\u201d effect","volume":"86","author":"Longoni","year":"2022","journal-title":"J. Mark."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"102878","DOI":"10.1016\/j.jretconser.2021.102878","article-title":"Social anxiety as a moderator in consumer willingness to accept AI assistants based on utilitarian and hedonic values","volume":"65","author":"Yuan","year":"2022","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_37","first-page":"1","article-title":"Corporate social responsibility and millennial consumer loyalty: Exploring their relationship regarding healthy eating in the fast food sector","volume":"32","year":"2023","journal-title":"Anu. Thinkepi"},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"125","DOI":"10.1177\/1094670506293563","article-title":"Linking brand equity to customer equity","volume":"9","author":"Leone","year":"2006","journal-title":"J. Serv. Res."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"102","DOI":"10.2307\/41165845","article-title":"Measuring brand equity across products and markets","volume":"38","author":"Aaker","year":"1996","journal-title":"Calif. Manag. Rev."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"136","DOI":"10.1080\/10696679.1999.11501835","article-title":"Does brand loyalty mediate brand equity outcomes?","volume":"7","author":"Chaudhuri","year":"1999","journal-title":"J. Mark. Theory Pr."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1177\/002224299305700101","article-title":"Conceptualizing, measuring, and managing customer-based brand equity","volume":"57","author":"Keller","year":"1993","journal-title":"J. Mark."},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"140","DOI":"10.1108\/10569210710776512","article-title":"CARE-ing strategy for integration of brand identity with brand image","volume":"17","author":"Roy","year":"2007","journal-title":"Int. J. Commer. Manag."},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"251","DOI":"10.1177\/0092070304264262","article-title":"Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis","volume":"32","author":"Hsieh","year":"2004","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"99","DOI":"10.1177\/0092070394222001","article-title":"Customer loyalty: Toward an integrated conceptual framework","volume":"22","author":"Dick","year":"1994","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"33","DOI":"10.1177\/00222429990634s105","article-title":"Whence Consumer Loyalty?","volume":"63","author":"Oliver","year":"1999","journal-title":"J. Mark."},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"591","DOI":"10.1016\/j.jbusres.2020.12.012","article-title":"Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri","volume":"131","author":"Hasan","year":"2021","journal-title":"J. Bus. Res."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"154","DOI":"10.1108\/JPBM-09-2017-1593","article-title":"Brand communities\u2019 relational outcomes, through brand love","volume":"28","author":"Coelho","year":"2019","journal-title":"J. Prod. Brand Manag."},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"435","DOI":"10.1093\/jcr\/ucz006","article-title":"How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities","volume":"46","author":"Khamitov","year":"2019","journal-title":"J. Consum. Res."},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"1095","DOI":"10.1108\/03090560810891163","article-title":"Satisfaction, image and loyalty: New versus experienced customers","volume":"42","author":"Brunner","year":"2008","journal-title":"Eur. J. Mark."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"294","DOI":"10.1016\/j.jbusres.2020.04.019","article-title":"Sustainable marketing activities of traditional fashion market and brand loyalty","volume":"120","author":"Jung","year":"2020","journal-title":"J. Bus. Res."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"85","DOI":"10.1016\/j.ijhm.2012.06.006","article-title":"Effects of restaurant green practices on brand equity formation: Do green practices really matter?","volume":"33","author":"Namkung","year":"2013","journal-title":"Int. J. Hosp. Manag."},{"key":"ref_52","unstructured":"Hair, J.F. (2009). Multivariate Data Analysis, Pearson."},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"181","DOI":"10.1093\/her\/8.2.181","article-title":"Scales for assessing perceptions of health hazard susceptibility","volume":"8","author":"Diefenbach","year":"1993","journal-title":"Health Educ. Res."},{"key":"ref_54","doi-asserted-by":"crossref","unstructured":"Siddike, A.K., Spohrer, J., Demirkan, H., and Kohda, Y. (2018, January 3\u20136). People\u2019s interactions with cognitive assistants for enhanced performances. Proceedings of the Hawaii International Conference on System Sciences, Waikoloa, HI, USA.","DOI":"10.24251\/HICSS.2018.205"},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"319","DOI":"10.2307\/249008","article-title":"Perceived usefulness, perceived ease of use, and user acceptance of information technology","volume":"13","author":"Davis","year":"1989","journal-title":"MIS Q."},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"203","DOI":"10.1016\/S0022-4359(01)00041-0","article-title":"Consumer perceived value: The development of a multiple item scale","volume":"77","author":"Sweeney","year":"2001","journal-title":"J. Retail."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"342","DOI":"10.1287\/isre.11.4.342.11872","article-title":"Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model","volume":"11","author":"Venkatesh","year":"2000","journal-title":"Inf. Syst. Res."},{"key":"ref_58","doi-asserted-by":"crossref","first-page":"166","DOI":"10.1016\/j.tourman.2016.12.001","article-title":"Efficacy of co-creation and mastering on perceived value and satisfaction in tourists\u2019 consumption","volume":"60","author":"Prebensen","year":"2017","journal-title":"Tour. Manag."},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"212","DOI":"10.1108\/02635571111115146","article-title":"The impact of privacy concern on user adoption of location-based services","volume":"111","author":"Zhou","year":"2011","journal-title":"Ind. Manag. Data Syst."},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"532","DOI":"10.1177\/002224377801500403","article-title":"A behavioral process approach to information acquisition in nondurable purchasing","volume":"15","author":"Jacoby","year":"1978","journal-title":"J. Mark. Res."},{"key":"ref_61","doi-asserted-by":"crossref","unstructured":"Khan, A.U., Jan, S.U., Khan, M.N., Aziz, F., Sohu, J.M., Ali, J., Khan, M., and Chohan, S.R. (Libr. Hi Tech, 2024). Based on the S\u2013O\u2013R theory adoption intention of blockchain technology in libraries: A two-stage analysis SEM\u2013PLS and ANN, Libr. Hi Tech, ahead-of-publication.","DOI":"10.1108\/LHT-03-2024-0128"},{"key":"ref_62","doi-asserted-by":"crossref","first-page":"720","DOI":"10.1016\/j.tele.2015.03.003","article-title":"Mobile advertising: The changing landscape of the advertising industry","volume":"32","author":"Wong","year":"2015","journal-title":"Telemat. Inform."},{"key":"ref_63","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1016\/j.puhe.2022.02.009","article-title":"From contact tracing to COVID-19 pass holder; the tortured journey of the French TousAntiCovid contact tracing app","volume":"206","author":"Schultz","year":"2022","journal-title":"Public Health"},{"key":"ref_64","doi-asserted-by":"crossref","unstructured":"Haeussling Loewgren, B., Weigert, J., Esche, E., and Repke, J.U. (2020). Uncertainty analysis for data-driven chance-constrained optimization. Sustainability, 12.","DOI":"10.3390\/su12062450"},{"key":"ref_65","doi-asserted-by":"crossref","first-page":"1557","DOI":"10.1108\/IMDS-11-2015-0475","article-title":"Predicting instructional effectiveness of cloud-based virtual learning environment","volume":"116","author":"Hew","year":"2016","journal-title":"Ind. Manag. Data Syst."},{"key":"ref_66","doi-asserted-by":"crossref","unstructured":"Kenett, R.S., Zacks, S., and Gedeck, P. (2022). Modern Statistics: A Computer-Based Approach with Python, Springer Nature.","DOI":"10.1007\/978-3-031-07566-7"},{"key":"ref_67","unstructured":"Ringle, C.M., Wende, S., and Becker, J.M. (2024, January 25). SmartPLS 4. Oststeinbek: SmartPLS. Available online: https:\/\/www.smartpls.com."},{"key":"ref_68","doi-asserted-by":"crossref","first-page":"442","DOI":"10.1108\/IMDS-04-2016-0130","article-title":"An updated and expanded assessment of PLS-SEM in information systems research","volume":"117","author":"Hair","year":"2017","journal-title":"Ind. Manag. Data Syst."},{"key":"ref_69","first-page":"1","article-title":"Structural equation modeling and regression: Guidelines for research practice. Commun","volume":"4","author":"Gefen","year":"2000","journal-title":"Assoc. Inf. Syst."},{"key":"ref_70","first-page":"75","article-title":"Understanding Facebook commerce (f-commerce) actual purchase from an artificial neural network perspective","volume":"19","author":"Leong","year":"2018","journal-title":"J. Electron. Commer. Res."},{"key":"ref_71","doi-asserted-by":"crossref","first-page":"47","DOI":"10.1016\/j.technovation.2016.04.001","article-title":"The impact of opportunity connectedness on innovation in SMEs\u2019 foreign-market relationships","volume":"57","author":"Nordman","year":"2016","journal-title":"Technovation"},{"key":"ref_72","doi-asserted-by":"crossref","first-page":"115","DOI":"10.1007\/s11747-014-0403-8","article-title":"A new criterion for assessing discriminant validity in variance-based structural equation modeling","volume":"43","author":"Henseler","year":"2015","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_73","doi-asserted-by":"crossref","first-page":"4694","DOI":"10.1016\/j.jbusres.2016.04.017","article-title":"Customer equity and CLV in Spanish telecommunication services","volume":"69","year":"2016","journal-title":"J. Bus. Res."},{"key":"ref_74","doi-asserted-by":"crossref","first-page":"177","DOI":"10.2307\/20650284","article-title":"Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration","volume":"33","author":"Wetzels","year":"2009","journal-title":"MIS Q."},{"key":"ref_75","doi-asserted-by":"crossref","first-page":"256","DOI":"10.1016\/j.tele.2015.08.007","article-title":"User acceptance of wearable devices: An extended perspective of perceived value","volume":"33","author":"Yang","year":"2016","journal-title":"Telemat. Inform."},{"key":"ref_76","doi-asserted-by":"crossref","first-page":"333","DOI":"10.1080\/0267257X.2021.1949378","article-title":"Understanding the brand and website effects of online loyalty: A mediation perspective","volume":"38","author":"Wong","year":"2022","journal-title":"J. Mark. Manag."},{"key":"ref_77","doi-asserted-by":"crossref","first-page":"806","DOI":"10.1002\/bse.3523","article-title":"The effects of green brand image on brand loyalty: The case of mainstream fast food brands","volume":"33","author":"Watson","year":"2023","journal-title":"Bus. Strat. Environ."},{"key":"ref_78","first-page":"1","article-title":"How brand image and perceived service quality affect customer loyalty through customer satisfaction","volume":"24","author":"Mehta","year":"2020","journal-title":"Acad. Mark. Stud. J."},{"key":"ref_79","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1016\/j.ijhm.2014.11.010","article-title":"Understanding service experience and its impact on brand image in hospitality sector","volume":"45","author":"Manhas","year":"2015","journal-title":"Int. J. Hosp. Manag."},{"key":"ref_80","doi-asserted-by":"crossref","first-page":"e103197","DOI":"10.1016\/j.im.2019.103197","article-title":"Service quality, perceived value, and citizens\u2019 continuous-use intention regarding e-government: Empirical evidence from China","volume":"57","author":"Li","year":"2020","journal-title":"Inf. Manag."},{"key":"ref_81","doi-asserted-by":"crossref","first-page":"198","DOI":"10.1016\/j.chb.2014.03.052","article-title":"Predicting the drivers of behavioral intention to use mobile learning: A hybrid SEM-Neural Networks approach","volume":"36","author":"Tan","year":"2014","journal-title":"Comput. Hum. Behav."},{"key":"ref_82","doi-asserted-by":"crossref","first-page":"569","DOI":"10.1016\/j.tele.2013.11.005","article-title":"Understanding and predicting the motivators of mobile music acceptance\u2014A multi-stage MRA-artificial neural network approach","volume":"31","author":"Sim","year":"2014","journal-title":"Telemat. Inform."},{"key":"ref_83","doi-asserted-by":"crossref","first-page":"6620","DOI":"10.1016\/j.eswa.2015.04.043","article-title":"An SEM\u2013artificial-neural-network analysis of the relationships between SERVPERF, customer satisfaction and loyalty among low-cost and full-service airline","volume":"42","author":"Leong","year":"2015","journal-title":"Expert Syst. Appl."},{"key":"ref_84","doi-asserted-by":"crossref","first-page":"117","DOI":"10.1016\/j.techfore.2017.12.015","article-title":"Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach","volume":"129","author":"Marinkovic","year":"2018","journal-title":"Technol. Forecast. Soc. Chang."},{"key":"ref_85","doi-asserted-by":"crossref","first-page":"523","DOI":"10.1016\/j.eswa.2012.07.068","article-title":"Predicting m-commerce adoption determinants: A neural network approach","volume":"40","author":"Chong","year":"2013","journal-title":"Expert Syst. Appl."},{"key":"ref_86","doi-asserted-by":"crossref","first-page":"66","DOI":"10.1016\/j.ijpe.2014.09.034","article-title":"Predicting RFID adoption in healthcare supply chain from the perspectives of users","volume":"159","author":"Chong","year":"2015","journal-title":"Int. J. Prod. Econ."},{"key":"ref_87","doi-asserted-by":"crossref","first-page":"65","DOI":"10.1016\/j.ijinfomgt.2018.09.013","article-title":"Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation","volume":"44","author":"Sharma","year":"2019","journal-title":"Int. J. Inf. Manag."},{"key":"ref_88","doi-asserted-by":"crossref","first-page":"24","DOI":"10.1016\/j.jbusres.2019.11.056","article-title":"Predicting the antecedents of trust in social commerce\u2013A hybrid structural equation modeling with neural network approach","volume":"110","author":"Leong","year":"2020","journal-title":"J. Bus. Res."},{"key":"ref_89","doi-asserted-by":"crossref","first-page":"33","DOI":"10.1016\/j.eswa.2016.04.015","article-title":"Mobile technology acceptance model: An investigation using mobile users to explore smartphone credit card","volume":"59","author":"Ooi","year":"2016","journal-title":"Expert Syst. Appl."},{"key":"ref_90","doi-asserted-by":"crossref","first-page":"1","DOI":"10.2224\/sbp.13179","article-title":"Impact of brand image on the brand experience of consumers in China: Brand loyalty as a mediator","volume":"52","author":"Nie","year":"2024","journal-title":"Soc. Behav. Pers. Int. J."},{"key":"ref_91","doi-asserted-by":"crossref","first-page":"587","DOI":"10.1016\/j.jbusres.2018.10.004","article-title":"Chatbot e-service and customer satisfaction regarding luxury brands","volume":"117","author":"Chung","year":"2020","journal-title":"J. Bus. Res."},{"key":"ref_92","doi-asserted-by":"crossref","first-page":"e102401","DOI":"10.1016\/j.ijinfomgt.2021.102401","article-title":"Public and private value creation using artificial intelligence: An empirical study of AI voice robot users in Chinese public sector","volume":"61","author":"Wang","year":"2021","journal-title":"Int. J. Inf. Manag."}],"container-title":["Systems"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/2079-8954\/13\/2\/79\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,8]],"date-time":"2025-10-08T10:37:09Z","timestamp":1759919829000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/2079-8954\/13\/2\/79"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,1,27]]},"references-count":92,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2025,2]]}},"alternative-id":["systems13020079"],"URL":"https:\/\/doi.org\/10.3390\/systems13020079","relation":{},"ISSN":["2079-8954"],"issn-type":[{"value":"2079-8954","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,1,27]]}}}