... on SPSS was used for the examination of the parallel–serial mediation model. Findings Standardization and personalization are positively correlated with information quality and system quality. Moreover, information quality and system quality exhibit positive correlations with emotional attachment...

..., the underlying mechanisms through which anthropomorphism in generative AI influences users’ emotional attachment remain insufficiently understood. Design/methodology/approach Drawing on the stimulus-organism-response (S-O-R) framework, this study designs two experiments to test eight proposed hypotheses. We...