Recipes for consumer loyalty intentions toward AI speakers: A complexity theory approach

초록

Consumer loyalty toward AI speakers is formed by complex interactions of multiple factors rather than a single cause. Based on complexity theory, this study explores how AI speaker features (anthropomorphism, interactivity) and consumer characteristics (relationship preference, age, gender) combine to generate high loyalty intentions. Applying fuzzy-set qualitative comparative analysis (fsQCA) with survey data from 330 consumers, we identify five configurations leading to high loyalty. Notably, low emotional anthropomorphism, high interactivity, and a preference for a secretarial relationship emerge as key drivers. This study provides a new perspective on explaining consumer loyalty formation toward AI speakers, going beyond a traditional approach.

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