... consumer loyalty and reduce technology anxiety (TNX) and the mediating role of TNX in modifying user attitudes. Design/methodology/approach Based on parasocial interaction (PSI) and social exchange theory (SET), the design utilized anthropomorphization to investigate interactions, verifying whether...

...Sangyung Lee; Young Hoon Kim Purpose With the competitive nature of golf club operations, understanding the loyalty formation process is crucial for maintaining a competitive edge. This study investigated the sequential developmental stages of consumer loyalty, progressing through cognitive...