IDEAS home Printed from https://ideas.repec.org/a/spr/svcbiz/v19y2025i2d10.1007_s11628-025-00587-1.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11628-025-00587-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11628-025-00587-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:svcbiz:v:19:y:2025:i:2:d:10.1007_s11628-025-00587-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.