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AI assistant is my new best friend! Role of emotional disclosure, performance expectations and intention to reuse

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  • Affandi, Sana
  • Ishaq, Muhammad Ishtiaq
  • Raza, Ali
  • Talpur, Qurat-ul-ain
  • Ahmad, Rehan

Abstract

In this modern era, high-tech companies are launching their AI assistants, considering their role in shaping consumer behavior. This research sheds light by building a conceptual framework using dual process theory to determine the impact of AI assistant advantage on user engagement and user emotional disclosure, subsequently influencing the intention to reuse AI with the moderating role of performance expectation. Using a random sampling method, a structured questionnaire was used for data collection from 644 consumers. The findings show that AI assistant advantages positively impact user engagement, and user emotional disclosure increases the intention to reuse AI assistants. This impact of user engagement and user emotional disclosure, along with performance expectations, maximizes the reuse intention of AI. Managers and marketers in the AI environment can insinuate the study methods to increase the intention of reuse and may transform their marketing strategies to promote their businesses using AI more effectively.

Suggested Citation

  • Affandi, Sana & Ishaq, Muhammad Ishtiaq & Raza, Ali & Talpur, Qurat-ul-ain & Ahmad, Rehan, 2025. "AI assistant is my new best friend! Role of emotional disclosure, performance expectations and intention to reuse," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924003837
    DOI: 10.1016/j.jretconser.2024.104087
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