CASA in Action: Dual Trust Pathways from Technical–Social Features of AI Agents to Users’ Active Engagement Through Cognitive–Emotional Trust

Abstract

As artificial intelligence (AI) agents become deeply integrated into fitness systems, trustworthy human–AI agent interaction has become pivotal for user engagement in smart home fitness (SHF) e-commerce platforms. Grounded in the Computers Are Social Actors (CASA) framework, this study empirically investigates how, acting as AI fitness coaches, AI agents’ technical and social features shape users’ active engagement in the in-home social e-commerce context. A mixed-method approach was employed, combining computational text mining of 17,582 user reviews from fitness e-commerce platforms with a survey (N = 599) of Chinese consumers. The results show that (1) the technical–social features of AI agents serving as AI fitness coaches include visibility, gamification, interactivity, humanness, and sociability; (2) these five technical–social features of AI agents positively influence user compliance via both cognitive and emotional trust in AI agents; (3) these five technical–social features of AI agents serving as AI fitness coaches positively impact active engagement via both cognitive and emotional trust in AI agents. This study extends the CASA framework to the domain of AI coaching by demonstrating the parallel roles of cognitive and emotional trust in AI agents. For designers and managers in the fitness e-commerce industries, this study offers actionable insights for designing AI agents integrating functional and social features that foster trust and drive behavioral outcomes.

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