With the rapid evolution of artificial intelligence (AI), this study aims to examine the interplay among the perceived usability, perceived enjoyment, perceived responsiveness, and intention to continue using ChatGPT. Structural equation modeling (SEM) was used to investigate our proposed model. We recruited 446 ChatGPT users through an online survey conducted on the Connect platform, powered by CloudResearch. Perceived usability (β = 0.254) and enjoyment (β = 0.438) significantly influence satisfaction with ChatGPT. However, perceived responsiveness is not significantly related to perceived attachment or satisfaction. Furthermore, we established that perceived attachment (β = 0.405) and satisfaction (β = 0.447) are pivotal in shaping users’ intentions to continue using ChatGPT, providing insights into human–AI interactions. The practical implications of our findings suggest that generative AI chatbots should be crafted with a focus on enjoyable, user-centered interfaces that foster long-term user satisfaction and engagement. AI developers should design AI conversation flows and chatbot personas to optimize the user experience.

This empirical study investigates the structural relationships among virtual influencer attributes, perceived creepiness, perceived authenticity, emotional attachment, and word-of-mouth intentions of social media users. To be specific, this study conceptually identifies the roles of the virtual influencer attributes of language similarity, interest similarity, social attractiveness, physical attractiveness, and attitude homophily on perceived creepiness and perceived authenticity of the virtual influencer, as these in turn affect emotional attachment and word-of-mouth. This study collected data from social media users in the United States via a survey approach and found that creepiness was significantly influenced by attitude homophily while perceived authenticity was significantly affected by language similarity, interest similarity, physical attractiveness, and attitude homophily. In addition, this study found significant relationships among perceived creepiness, perceived authenticity, emotional attachment, and word-of-mouth intention. This empirical study has both theoretical and practical implications for virtual influencer marketing.

While ethical values and privacy concerns are considered factors that influence online consumers’ decision-making process, few studies have examined the interaction effect between the two factors in the online brand development process. Therefore, this study proposed a research model to maximize the effectiveness of e-travel agents’ ethical business on brand loyalty with a consideration of the roles of authenticity and two dimensions of trust. To do so, this study collected data from 405 online customers of e-travel agents. The empirical results indicated that consumers’ perception of an e-travel agent’s ethical values leads to higher levels of authenticity, trust, and brand loyalty. However, the empirical findings also addressed that the impact of authenticity on cognitive trust became significantly weaker under the high level of online privacy concerns. A deep understanding of the interaction between authenticity/brand trust and online privacy concerns is critical in the online brand development context.

This study applies the compassion fade framework to the social media context by considering the moderating role of place attachment. By integrating the compassion fade framework with place attachment theory, this study conducted an online experiment with four conditions and recruited participants in the United States from Amazon’s Mechanical Turk. The empirical findings revealed that given the place attachment condition, social media users’ monetary donation intention was significantly influenced by empathetic concern and anticipated affect, and social media users’ monetary donation intention was significantly affected only by empathetic concern under the general place condition. The path from anticipated affect to monetary donation intention was statistically different between the general place condition and the place attachment condition. Based on these empirical findings, this study makes several meaningful contributions to the extant literature on donation advertisement and their implications for social media advertising strategies.

This study explored how the use of fitness apps (based on the Technology Acceptance Model) and gamification elements are related to users’ self-efficacy in physical activities (PA) by examining their attitudes and motivation to participate in PA (based on the theory of planned behavior). We analyzed 87,074 reviews of Fitbit users to explore their ideas about using fitness apps, then recruited survey participants who have had PA via fitness apps. Gaming mechanisms in fitness apps (i.e., self-monitoring, goal-setting, social facilitation, and rewards) encouraged users’ PA and improve users’ self-efficacy in PA, which in turn, enhanced users’ motivation for PA participation. The current study explored the implications of fitness apps’ use as a proactive technology for health. Further, this study proposed an integrated model of two theories through gamification aspects to examine how fitness apps arouse users’ perception of and motivation for PA.

The motivations of viewers of live game streaming (LGS) should be distinguished from those of viewers of esports events and studied with a novel approach reflecting the current media consumption paradigm. The current study used an exploratory approach to identify the viewership motivations of LGS via over-the-top (OTT) apps. First, the downloaders’ data from an LGS app (i.e., Twitch in this study) were reviewed and analyzed with a word-clustering technique. The results were clustered into three attributes, the streamer‒oriented, app function‒oriented, and entertainment attributes. Second, we developed a survey questionnaire based on the literature and the results of the first stage. Third, we tested the measurement scale after a pilot test. Finally, we statistically validated the measurement scale. The study findings may provide extended theoretical implications for future LGS research. Also, the findings can be used to assess how viewers perceive the streamers and the platforms as an evaluation guideline.