Human likeness and attachment effect on the perceived interactivity of AI speakers

Artificial intelligence (AI) platforms with interactive assistants allow consumers to avail information and help direct their choices, thus changing the ways in which companies interact with their customers. This study aims to explore the concept of human likeness, attachment, and perceived interactivity in the context of AI speakers and examine the effects of human likeness and attachment on their perceived interactivity with AI speakers. A survey was used to investigate whether consumers’ perception of human likeness, attachment and their perceived interactivity with AI speakers eventually influence their purchase intention, and how attachment and the perceived interactivity mediate the effects of human likeness and purchase intention. The participants were 311 AI speaker users from South Korea. The results demonstrate how the direct effect and mediating effect of human likeness, attachment, and perceived interactivity on AI speakers boost purchase intention, thus providing meaningful implications for AI-driven marketing academics and practitioners.