Motivation, Social Emotion, and the Acceptance of Artificial Intelligence Virtual Assistants—Trust-Based Mediating Effects

Abstract

The complexity of the emotional presentation of users to Artificial Intelligence (AI) virtual assistants is mainly manifested in user motivation and social emotion, but the current research lacks an effective conversion path from emotion to acceptance. This paper innovatively cuts from the perspective of trust, establishes an AI virtual assistant acceptance model, conducts an empirical study based on the survey data from 240 questionnaires, and uses multilevel regression analysis and the bootstrap method to analyze the data. The results showed that functionality and social emotions had a significant effect on trust, where perceived humanity showed an inverted U relationship on trust, and trust mediated the relationship between both functionality and social emotions and acceptance. The findings explain the emotional complexity of users toward AI virtual assistants and extend the transformation path of technology acceptance from the trust perspective, which has implications for the development and design of AI applications.