earticle

영어

AI assistants are designed to closely interact with their users to help them complete various everyday tasks. To explain the continued use of AI assistants, we develop a research model that extends the investment model by Rusbult (1980), and empirically test it with data collected from an online survey of 172 users. The findings indicate that both satisfaction, which leads a user to become dedicated to a relationship with an AI assistant, and investment size, which constrains a user to a relationship with an incumbent AI assistant, significantly influence a user’s commitment to an AI assistant. The commitment in turn enhances a user’s continued use of an AI Assistant. We also find that perceived usefulness, rapport, and perceived social presence are key antecedents of satisfaction, while brand relationship and setup costs are key antecedents of investment size.