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Interactive personalization and consumer adoption of generative AI word-of-mouth: an emotional arousal perspective

Jiaxin Ma et al.

Journal of Research in Interactive Marketing2026https://doi.org/10.1108/jrim-06-2025-0341article
AJG 1ABDC B
Weight
0.50

What the paper says

Purpose This study investigates consumer adoption of Generative AI Word-of-Mouth (GAI-WOM) within human–computer interaction, examining how the level of interactive personalization influences adoption willingness. Furthermore, it explores the underlying psychological mechanisms of this adoption process. Design/methodology/approach The study investigates these issues through one offline and two online scenario experiments. Study 1 involved 135 graduates who participated in a field experiment on word-of-mouth recommendations for an interview guidance course. Study 2 and 3 invited 250 and 280 online participants to provide feedback on films and fitness apps, respectively. Findings The results show an inverted U-shaped relationship between the interactive personalization degree of GAI-WOM and consumer adoption willingness. This effect is mediated by emotional arousal. Moreover, the immediate demand of consumers moderates the inverted U-shaped relationship among the interactive personalization degree of GAI-WOM, emotional arousal and consumer adoption willingness. Originality/value The study reveals the nonlinear relationship between interactive personalization with GAI-WOM and consumer adoption willingness from the emotional arousal perspective, offering valuable insights for businesses to apply GAI-WOM via interactive personalization.

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https://doi.org/https://doi.org/10.1108/jrim-06-2025-0341

Or copy a formatted citation

@article{jiaxin2026,
  title        = {{Interactive personalization and consumer adoption of generative AI word-of-mouth: an emotional arousal perspective}},
  author       = {Jiaxin Ma et al.},
  journal      = {Journal of Research in Interactive Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/jrim-06-2025-0341},
}

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Interactive personalization and consumer adoption of generative AI word-of-mouth: an emotional arousal perspective

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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.