Self-Congruity as a Pathway to AI-User Relationships: A Serial Mechanism for AI Engagement Formation

This study examines the drivers of AI engagement through the lens of self-congruity, revealing the serial mediating roles of AI identification and psychological ownership. By using structural equation modeling with data from 468 respondents, we find that perceived interactivity with AI significantly predicts AI engagement and that this relationship is sequentially mediated by AI identification and the psychological ownership of AI. Specifically, perceived interactivity fosters user AI identification, which in turn enhances their psychological ownership of AI, ultimately leading to higher levels of AI engagement. These findings highlight the positive role of psychological ownership in driving AI engagement and underscore the importance of individual psychological investment and self-congruity in the context of cultivating AI–user relationships (AIURs). Overall, this research advances the understanding of AIUR management by clarifying the underlying engagement process and offering practical implications for AI developers seeking to foster sustained AI engagement.