Table 3.
Behavior measurement scale.
| Variable | Item | Content | References |
|---|---|---|---|
| Interaction quality | IQ1 | I feel a smooth interaction with the virtual companion. | Recommended scale sources: Borsci et al. (2022), BUS-15/Chatbot Usability Scale—conversational efficiency, functionality and time response for chatbot interaction quality; Chen et al. (2022), AICSQ—AI chatbot service quality, especially responsiveness/understanding/personalization; Pelau et al. (2021)—interaction quality and empathy in AI acceptance. IQ5 may also draw on Schmidmaier et al. (2024), PETS—emotional responsiveness/understanding. |
| IQ2 | The virtual companion responds quickly. | ||
| IQ3 | I feel that the content of conversations with the virtual companion is natural. | ||
| IQ4 | The virtual companion can understand my needs accurately. | ||
| IQ5 | The virtual companion’s emotional responses make me feel understood. | ||
| Visual appeal | VA1 | The virtual companion’s appearance design is highly appealing to me. | Recommended scale sources: Moshagen and Thielsch (2010), VisAWI—visual aesthetics dimensions of simplicity, diversity, colorfulness and craftsmanship; Lavie and Tractinsky (2004)—perceived visual aesthetics of websites, classical and expressive aesthetics. Suitable for avatar appearance, style, interface aesthetics, color and visual delight. |
| VA2 | I like the virtual companion’s image and style. | ||
| VA3 | The virtual companion’s interface design is aesthetically pleasing and easy to understand. | ||
| VA4 | The virtual companion’s visual effects bring me a sense of delight. | ||
| VA5 | I’m satisfied with the color and overall appearance design of the virtual companion. | ||
| Perceived personalization | PP1 | The virtual companion can accurately recognize the emotions I express. | Recommended scale sources: Schmidmaier et al. (2024), Perceived Empathy of Technology Scale (PETS)—emotional responsiveness and understanding/trust items such as understanding needs/goals and responding to mental/emotional states; Fan and Poole (2006)—personalization in information systems: what/to whom/who personalizes; Chen et al. (2022), AICSQ—personalized/relevant AI chatbot service. This construct is best named perceived empathic personalization. |
| PP2 | The virtual companion can make appropriate responses based on my emotional state. | ||
| PP3 | I perceive an emotional resonance from the virtual companion. | ||
| PP4 | The virtual companion’s responses make me feel understood. | ||
| PP5 | I feel an emotional comfort through interactions with the virtual companion. | ||
| Intelligent adaptability | IA1 | The virtual companion can adjust its functions based on my past behaviors. | Recommended scale sources: Fan and Poole (2006)—personalization implementation choices: content, interface, functionality and channel; Chen et al. (2022), AICSQ—AI chatbot service quality attributes and personalized/relevant service; Chen et al. (2023)—AI chatbot service quality attributes affecting perceived value, trust, satisfaction and loyalty. Adapt for behavior history, emotional state, personality/preferences and tailored suggestions. |
| IA2 | The virtual companion can tailor its interaction style according to my emotional state and needs. | ||
| IA3 | The virtual companion has adapted to my personality and preferences. | ||
| IA4 | I feel that the virtual companion can adjust its response approach at appropriate moments. | ||
| IA5 | The virtual companion can provide content and suggestions aligning with my specific needs. | ||
| Sensory experience | SE1 | The virtual companion’s visual effects bring me a sense of pleasure. | Recommended scale sources: Brakus et al. (2009)—sensory dimension of brand experience; Schmitt (1999a, 1999b)—SENSE experiential module; Hone and Graham (2000), SASSI—subjective assessment of speech system interfaces for voice/speech interaction, likeability and response qualities. Suitable for visual effects and auditory/voice experience. |
| SE2 | The virtual companion’s voice sounds natural. | ||
| SE3 | I enjoy the visual effects during my interactions with the virtual companion. | ||
| SE4 | The virtual companion’s voice offers me a great auditory experience. | ||
| SE5 | The virtual companion’s design fully meets my expectations in both visual and auditory aspects. | ||
| Emotional experience | EX1 | I feel happy in the interaction with the virtual companion. | Recommended scale sources: Brakus et al. (2009)—affective dimension of brand experience; Schmitt (1999a, 1999b)—FEEL experiential module; Schmidmaier et al. (2024), PETS—emotional responsiveness of technology. For loneliness relief, De Freitas et al. (2024/2025) on AI companions reducing loneliness can be used as contextual support. |
| EX2 | The virtual companion makes me feel cared for. | ||
| EX3 | I’m satisfied with the virtual companion’s emotional responses. | ||
| EX4 | The virtual companion’s interactions provide me with emotional comfort. | ||
| EX5 | My interactions with the virtual companion effectively alleviate my feelings of loneliness. | ||
| Thinking experience | TE1 | I feel excited and curious about the interaction with the virtual companion. | Recommended scale sources: Brakus et al. (2009)—intellectual dimension of brand experience; Schmitt (1999a, 1999b)—THINK experiential module, curiosity, creative cognition and problem-solving; Laugwitz et al. (2008), UEQ—stimulation/novelty items may supplement curiosity and cognitive novelty. |
| TE2 | The content provided by the virtual companion sparks more thought and contemplation in me. | ||
| TE3 | I often receive creative suggestions when interacting with the virtual companion. | ||
| TE4 | The interactions with the virtual companion bring me new cognitive experiences. | ||
| TE5 | I’m truly amazed by the virtual companion’s intelligence level and thinking ability. | ||
| Action experience | AE1 | I feel that the virtual companion’s way of interaction makes me more actively engaged in the process. | Recommended scale sources: Brakus et al. (2009)—behavioral dimension of brand experience; Schmitt (1999a, 1999b)—ACT experiential module, physical behaviors, lifestyles and interactions. Suitable for active engagement, proactivity, daily tasks and activity participation. |
| AE2 | The interaction with the virtual companion motivates me to participate in more activities. | ||
| AE3 | The virtual companion’s feedback enhances my intention to engage in physical activities or tasks. | ||
| AE4 | I think the interactions with the virtual companion make me more proactive. | ||
| AE5 | The functions offered by the virtual companion prompt me to be more involved in daily tasks. | ||
| Relational experience | RE1 | I feel a sense of belonging when interacting with the virtual companion. | Recommended scale sources: Schmitt (1999a, 1999b)—RELATE experiential module; Nysveen et al. (2013)—relational/social experience in service brand experience; Lee and Robbins (1995)—Social Connectedness Scale for belonging/connectedness; McMillan and Chavis (1986)—sense of community theory for belonging, membership and shared emotional connection. |
| RE2 | The virtual companion makes me feel that I’m a part of a certain community. | ||
| RE3 | I think the virtual companion enables me to resonate more with others. | ||
| RE4 | My interactions with the virtual companion evoke a feeling of cultural recognition in me. | ||
| RE5 | The virtual companion’s social function makes me feel more connected when I’m alone. | ||
| Behavioral intention | BI1 | I have the intention to continue using the virtual companion. | Recommended scale sources: Venkatesh et al. (2003), UTAUT—behavioral intention to use technology; Bhattacherjee (2001), IS continuance intention—continued use; Zeithaml et al. (1996)—behavioral consequences of service quality, including recommendation, positive word of mouth and purchase/repurchase intention. |
| BI2 | I plan to purchase relevant services associated with the virtual companion in the future. | ||
| BI3 | I’d like to recommend the virtual companion to my family or friends. | ||
| BI4 | I would consider buying or trying new virtual companion products if any. | ||
| BI5 | I’d like to use the virtual companion in my daily life. |