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

Sooyun Kim (), Minjeong Ko () and Luri Lee ()
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Sooyun Kim: Yonsei University
Minjeong Ko: Inha University
Luri Lee: Incheon National University

Service Business, 2025, vol. 19, issue 2, No 1, 23 pages

Abstract: Abstract 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.

Keywords: Complexity theory; Interactivity; Anthropomorphism; Preferred relationship with AI speakers; Loyalty intention; FsQCA (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11628-025-00587-1

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