The role of cuteness on consumer attachment to artificial intelligence agents

Abstract

PurposeThis paper identifies the effects of different dimensions of the cuteness (i.e. baby schema cuteness and whimsical cuteness) of artificial intelligence (AI) agents on attachment to them. In addition, the current paper examines the consequences of the attachment to AI agents.Design/methodology/approachA pretest to validate the measurement scale for the attachment to AI agents and a survey study were conducted with AI agent users. The authors used structural equation modeling to analyze the data for hypothesis testing.FindingsThe baby schema and whimsical cuteness of AI agents drive consumers to develop stronger attachments to their AI agents. This is because consumers perceive cute AI agents as being more trustworthy. As a result, consumers who feel attached to their AI agents are more inclined to report higher satisfaction and commitment levels. They are also more likely to purchase products or services recommended by their AI agents and use them more frequently.Originality/valueDespite the growing popularity of AI agents, there is a lack of understanding regarding which characteristics of AI agents affect consumer behavior. Therefore, this research examines how the attribute of cuteness influences consumers' attachment to AI agents and subsequently affects their satisfaction and purchase intention toward products recommended by AI agents. Our study demonstrates that the element of cuteness in AI agents plays a crucial role in shaping perceptions of benevolence trustworthiness, as well as fostering users' attachment to AI agents. Furthermore, we observe positive consumer behaviors as a result of their attachment to AI agents. The findings from this study provide valuable insights for practitioners on how to effectively utilize cuteness in AI agents.

The Impact of AI on Trends, Design, and Consumer Behavior

“…Our findings resonate with this perspective, illustrating how consumer responses to AI technologies are significantly shaped by their perceptions of AI's credibility, particularly in sensitive sectors such as healthcare. The emotional and psychological dimensions of AI interactions, explored in studies by Loureiro (2023) and Yim et al (2023), also find reflection in our results. These studies emphasize the role of emotional attachment, empathy, and perceived uniqueness in consumer interactions with AI, suggesting that the emotional connection consumers form with AI can significantly affect their behavior (Loureiro, 2023;Yim et al, 2023).…”

“…The emotional and psychological dimensions of AI interactions, explored in studies by Loureiro (2023) and Yim et al (2023), also find reflection in our results. These studies emphasize the role of emotional attachment, empathy, and perceived uniqueness in consumer interactions with AI, suggesting that the emotional connection consumers form with AI can significantly affect their behavior (Loureiro, 2023;Yim et al, 2023). Our study extends this narrative, demonstrating how AI's ability to elicit emotional responses plays a crucial role in shaping consumer engagement and loyalty.…”

“…Research by Yim et al (2023) plays a crucial role in delineating the emotional landscape that AI can create among consumers, focusing on how the attribute of cuteness in AI agents fosters consumer attachment. Drawing on attachment theory, their study demonstrates the significant positive effects of such emotional bonds on consumer behaviors.…”

“…Drawing on attachment theory, their study demonstrates the significant positive effects of such emotional bonds on consumer behaviors. This insight is pivotal, highlighting the capacity of AI to transcend mere functional interactions, fostering a deeper emotional connection that significantly influences consumer responses and actions (Yim et al, 2023).…”

Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China

“…Virtual streamers can continuously broadcast and maintain a perfect brand image, possessing low operational costs, all-weather operation, high plasticity, a stable state, and other advantages, playing a vital role in attracting consumer attention and improving engagement [13,14]. At present, AI-oriented live-streaming has been widely used in practice, such as in the entertainment industry, advertising marketing, customer service, and medical health, but the impact of AI live-streaming in e-commerce services remains largely unexplored [15]. AI-oriented live-streaming e-commerce service failure stems from live-streaming service failure, in which a live service provider fails to meet viewers' expectations of a product, or its live-streaming service behavior is rated unsatisfactory by viewers [4].…”