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Driving Consumer Engagement and Usage Intention in AI ‐Driven Products: The Role of Personal Control

Vinish Kathuria et al.

Journal of Consumer Behaviour2026https://doi.org/10.1002/cb.70132article
AJG 2ABDC A
Weight
0.50

Abstract

Technological advancements and widespread Internet access have driven the mass adoption of Artificial Intelligence (AI)‐driven products, applications, and services, enhancing their ability to inform and assist consumers effectively. Through four experiments examining utilitarian and hedonic AI‐driven products, we integrate insights from cognitive psychology, artificial intelligence, and consumer engagement literature. Our findings reveal that high natural interaction, compared to low natural interaction, significantly enhances consumers' intention to use AI‐driven products. Consumer engagement mediates the relationship between natural interaction and intention to use, serving as both a motivational and persuasive mechanism influencing consumer behavior. This mediating effect is moderated by personal control for utilitarian products but not for hedonic ones. These findings highlight the importance of designing intuitive, customizable interfaces to improve usability and user satisfaction across AI‐driven products.

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https://doi.org/https://doi.org/10.1002/cb.70132

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@article{vinish2026,
  title        = {{Driving Consumer Engagement and Usage Intention in AI ‐Driven Products: The Role of Personal Control}},
  author       = {Vinish Kathuria et al.},
  journal      = {Journal of Consumer Behaviour},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1002/cb.70132},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.