The rapid advancement of generative artificial intelligence has transformed human–computer interaction from a function-oriented process into a socially and emotionally engaging experience with personified digital agents. Grounded in the ABC (Cognition–Affect–Behavior) Model of Attitudes and Parasocial Interaction (PSI) theory, this study explores the psychological mechanisms underlying users’ interactions with Character.AI. Using a quantitative research design, data were collected from 110 generative AI users through an adapted PSI-Process Scale and analyzed using path analysis. The findings revealed that cognitive perception positively predicts affective involvement, which subsequently exerts a strong influence on behavioral engagement. However, cognitive perception did not directly predict behavioral engagement. Instead, affective involvement fully mediated the relationship between cognition and behavior, indicating that cognitive evaluations must be transformed into emotional resonance before meaningful behavioral engagement can occur. These findings empirically support a sequential “ABC” process in human–AI interaction and provide a perspective that extends beyond traditional technology acceptance approaches. Theoretically, this study expands the application of the ABC framework into bidirectional human–AI communication contexts by highlighting the mediating role of emotional involvement in parasocial processes. Practically, the results suggest that developers of socially oriented AI platforms should prioritize personified interaction design and emotionally immersive communication experiences, rather than focusing solely on functional efficiency, in order to foster deeper parasocial relationships and sustained user engagement.

Authors:
Fan Hsiwen, National Taichung University of Education, Taiwan
Wang Jyun-Siang, National Taichung University of Education, Taiwan

About the Presenter(s)
I am Jyun-Siang Wang, a first-year Master's student in the Department of Digital Content and Technology at National Taichung University of Education.

See this presentation on the full schedule – Wednesday Schedule

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