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This study examines why long-term relationships between expert users and smart voice assistants (SVAs) develop. It postulates that the five dimensions of experience (i.e. sensory, affective, intellectual, behavioural and relational) generate feelings of love for SVAs. The formation of love is examined considering three components: passion, intimacy and commitment. These feelings encourage users to continue employing and to generate long-term relationships with SVAs.

Data from a survey of 403 USA expert users of SVAs provide the input for structural equation modelling.

The results show that three dimensions of experience influence users’ passion towards SVAs: affective, intellectual and behavioural. Moreover, passion can convert the effect of users’ experiences into intimacy and commitment. Finally, intimacy and commitment increase users’ intentions to continue using SVAs.

The findings obtained make three original contributions. First, this study is the first to analyse expert users of SVAs and the post-technology adoption stage. Therefore, it introduces a new case of relational marketing in smart technologies. Second, this study contributes by applying a new theoretical perspective that evaluates the importance of users’ experiences with SVAs. Third, it takes an interpersonal approach to explore user-SVA interactions, revealing that users can develop human-like love feelings for SVAs.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2022-0570

The efficiency of an educational program on entrepreneurial competence, Training the Potential Entrepreneur. Generation of an Educational Model for Entrepreneurial Identify (PEIEO) is evaluated in this study.

Pre and post intervention tests were administered to an Experimental Group (EG) and a Control Group (CG). Moreover, four hypotheses are proposed (H1, H2, H3, H4) and tested on a sample of 1036 Spanish students. The following instruments were applied: Attitude Towards Entrepreneurship-Spanish adaption; Measurement Scale of Personal Initiative in Educational Settings and Scale of General Self-Efficacy. ANCOVA and the Student's t-test were applied to the results.

The results show that training in entrepreneurial identity increases the entrepreneurial potential of young people (H1). A notable increase in proactivity and being a self-starter was observed with regard to personal initiative within the EG, and for self-efficacy (H3) both of which were predictors of entrepreneurial identity. Gender was likewise a predictor (H4).

Young people attending the PElEO training program in entrepreneurial potential increased their levels of entrepreneurial identity, thereby confirming the effectiveness of the program.

The program (PEIEO) is based on the development of entrepreneurial potential, a dimension that generates entrepreneurial identity (creativity, leadership, achievement and personal control).