Interactive personalization and consumer adoption of generative AI word-of-mouth: an emotional arousal perspective

Purpose This study investigates consumer adoption of Generative AI Word-of-Mouth (GAI-WOM) within human–computer interaction, examining how the level of interactive personalization influences adoption willingness. Furthermore, it explores the underlying psychological mechanisms of this adoption process. Design/methodology/approach The study investigates these issues through one offline and two online scenario experiments. Study 1 involved 135 graduates who participated in a field experiment on word-of-mouth recommendations for an interview guidance course. Study 2 and 3 invited 250 and 280 online participants to provide feedback on films and fitness apps, respectively. Findings The results show an inverted U-shaped relationship between the interactive personalization degree of GAI-WOM and consumer adoption willingness. This effect is mediated by emotional arousal. Moreover, the immediate demand of consumers moderates the inverted U-shaped relationship among the interactive personalization degree of GAI-WOM, emotional arousal and consumer adoption willingness. Originality/value The study reveals the nonlinear relationship between interactive personalization with GAI-WOM and consumer adoption willingness from the emotional arousal perspective, offering valuable insights for businesses to apply GAI-WOM via interactive personalization.