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Investigating Online Gamers' Artificial Intelligence-Based Emotional Attachment-Oriented Anthropomorphic Features and Their Impact on the Online Gaming Experience

Year: 2025

Type: article

Abstract: In the digital landscape, online gaming has become an integral part of entertainment. This empirical research aims to examine the influence of AI-based emotional attachment-oriented anthropomorphic features and their impact on the online gaming experience. Under the paradigm of cognitive load theory (CLT) and Computers Are Social Actors (CASA) framework, a theoretical model was developed for an empirical investigation. To examine the model, the present study applied a partial least squares structural equation modeling process with 1802 respondents' data from India. The results show that AI-based emotional attachment anthropomorphic features enhance consumer's overall service experience. In addition, trust and engagement partially mediate the relationship between AI-based emotional attachment anthropomorphic features and consumer's overall service experience.

Source: Journal of Global Information Management

DOI: 10.4018/jgim.372081

Authors: Muhammad Sabbir Rahman, Gautam Srivastava, Surajit Bag, Bibhuti Bhusan Tripathy, Sarbjit Singh Oberoi, Abla Chaouni Benabdellah

Institutions: North South University, Excelia Business School, Institute of Management Technology, International University of Rabat

Language: English

Topic: AI in Service Interactions

Subfield: Artificial Intelligence

Field: Computer Science

Domain: Physical Sciences

Open Access status: diamond

OpenAlex ID: W4408906459

FWCI: 1.649

Cites: 90

Cited by: 4

Related to: 10