The impact of virtual digital human interactivity on customer’s continuance usage intention: a cognitive and emotional perspective

This study investigates the mechanisms through which the interactivity of virtual digital human (VDH) influences customer’s continuance usage intention. Grounded in mind perception theory and cognitive-affective personality system theory, it proposes a theoretical model in which VDH interactivity impacts customer’s continuance usage intention through customers’ cognitive and emotional processes, with algorithm transparency as a moderating variable. The research employs two scenario-based experiments and a survey to examine how VDH interactivity affects customer’s continuance usage intention via cognitive and emotional pathways. The findings indicate that, within the cognitive process, VDH interactivity enhances customers’ perceived robot-service fit through perceived agency, which subsequently affects their willingness to continue using services. Within the emotional process, VDH interactivity strengthens customer perceived emotional connection via perceived experience, ultimately shaping customer’s continuance usage intention. Additionally, algorithm transparency moderates these effects. This study provides theoretical insights and practical guidance for the tourism and hospitality industries.