06/12/2026
A recent research study co-authored by Md Rasel Al Mamun, Assistant Professor in the College of Business and Management at the University of Illinois Springfield, explores what motivates users to continue using conversational AI tools such as chatbots and virtual assistants. The findings, published in the Journal AIS Transactions on Human-Computer Interaction, reveal that users remain engaged with conversational AI not only because it helps them accomplish tasks effectively and efficiently (functional value), but also because they develop a sense of emotional connection and attachment to these technologies (emotional value).
For businesses developing or implementing conversational AI, this study suggests that long-term adoption of such tools depends primarily on delivering reliable, valuable, and high-performing AI experiences while also creating interactions that foster trust, comfort, and a positive emotional connection with users.
You can access the paper here: https://aisel.aisnet.org/thci/vol17/iss1/1/