Abstract
Advancements in artificial intelligence (AI)-enabled technology have made mobile and online settings the dominant places for launching financial services innovation. This study uses an experiment and a survey to investigate whether and how positive emotions activated by AI can enhance users’ continuous use of digital financial services (DFS). The results show that positive emotions can be activated by AI-enabled technology, and AI-activated positive emotions enhance users’ perceived value, decrease the perceived risk of loss, improve continuous use intention (Study 1), and AI-activated positive emotions promoted users’ intention to continue using DFS through expectation confirmation process (Study 2). This study contributes to the theory and evidence highlighting the concept of AI-activated users’ positive emotions being stimulated by interactions with AI-enabled services, and how this affects continuous DFS use. The implications of service innovation for digital financial platforms are discussed.
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The datasets for the current study have been shared via the supplementary file.
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Acknowledgements
Funding support for this research project was provided by Yunnan University Research and Innovation Project (project name: Research on the Positive Emotions of Digital Finance Users Activated by Generative AI Technology and Service Innovation; grant number: KC-24248553), and China National Social Science Fund Project (grant number: 21BGL151).
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Xi Chen contributed to the conceptualization, methodology, data collection, data analysis, supervision, funding, literature review, writing-original draft preparation, and editing of the manuscript. Cheng Chen contributed to conceptualization, data collection, data analysis, experimental report, hypothesis proposing, validation, literature review, writing, and editing of the manuscript. Ling Huang contributed to literature review and hypothesis proposing of the manuscript. All authors reviewed the manuscript.
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All procedures performed in this study were in accordance with the ethical standards stipulated in the Declaration of Helsinki and its subsequent amendments. Ethical approval were granted by the Ethics Review Committee of the School of Business Administration and Tourism Management, Yunnan University (Ethical approval number: K804103210035-S001), obtained on May 10, 2024.
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Chen, X., Chen, C. & Huang, L. The role of AI-activated positive emotions in users’ continuous use of digital financial services: an experimental and survey study. Humanit Soc Sci Commun (2026). https://doi.org/10.1057/s41599-026-07157-4
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DOI: https://doi.org/10.1057/s41599-026-07157-4
