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Proposing the “Digital Agenticity Theory” to analyze user engagement in conversational AI chatbot

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  • Gyeong Kim, Min
  • Chang Lee, Kun

Abstract

The emergence of conversational AI tools, such as voice assistants and chatbots, has completely changed how consumers engage with companies and goods. However, if we limit our search to characteristics that make humans, we may experience the “Uncanny Valley” effect and other unanticipated outcomes. In particular, this work presents DIGA, a philosophical concept for defining AI autonomy in this setting. DIGA is the ability of digital entities to effectively communicate, understand the intentions of others, and absorb influences. This study develops and assesses the Digital Agenticity Theory (DAT) to examine how DIGA impacts user engagement and how it relates to negative emotions, perceived anthropomorphism, and perceived anthropomorphism. The study explores the multidisciplinary nature of DAT using viewpoints from technology, society, and consumer behavior. The intricate relationship between people and digital entities is clarified by this study, which also offers guidance for upcoming advancements in AI systems. Moreover, DIGA theory offers a wide range of insights and implications for the design and implementation of autonomous digital agents in a number of domains, such as consumer behavior, AI development, and human–computer interaction.

Suggested Citation

  • Gyeong Kim, Min & Chang Lee, Kun, 2025. "Proposing the “Digital Agenticity Theory” to analyze user engagement in conversational AI chatbot," Journal of Business Research, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:jbrese:v:189:y:2025:i:c:s0148296324006660
    DOI: 10.1016/j.jbusres.2024.115162
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