AI Emotional Companionship Services Among University Students: Usage and Payment Intentions in Zhejiangs Higher Education Institutions

In the context of growing mental health needs among university students facing academic and social pressures, AI-driven emotional companionship has emerged as a promising support channel. Focusing on Zhejiang Province, this study examined students’ usage patterns, functional preferences, willingness to pay, and market potential for AI emotional companionship services. Through 1,361 valid questionnaires and 30 in-depth interviews, data were analyzed using factor analysis, logistic regression, and XGBoost modeling. Findings indicate high acceptance of these services, yet actual usage and payment conversion rates remain limited, with privacy, user experience, and ethical safety identified as critical determinants. The study offers practical recommendations regarding product design, ethical guidelines, pricing strategies, and market positioning, providing empirical support for service development and contributing to the literature on AI adoption in emotional support contexts.