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

Author

Listed:
  • Sooyun Kim

    (Yonsei University
    Korea Aerospace University)

  • Minjeong Ko

    (Inha University)

  • Luri Lee

    (Incheon National University)

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.

Suggested Citation

  • Sooyun Kim & Minjeong Ko & Luri Lee, 2025. "Recipes for consumer loyalty intentions toward AI speakers: A complexity theory approach," Service Business, Springer;Pan-Pacific Business Association, vol. 19(2), pages 1-23, June.
    • Handle: RePEc:spr:svcbiz:v:19:y:2025:i:2:d:10.1007_s11628-025-00587-1
    DOI: 10.1007/s11628-025-00587-1
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