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Weiyao Kang,1,2 Bingjia Shao,2 Yong Zhang2 1School of Modern Posts, Chongqing University of Posts and Telecommunications, Chongqing, People’s Republic of China; 2School of Economics and Business Administration, Chongqing University, Chongqing, People’s Republic of ChinaCorrespondence: Bingjia Shao, School of Economics and Business Administration, Chongqing University, 174# Sha Zhengjie Street, Chongqing, 400044, People’s Republic of China, Email shaobingjia@cqu.edu.cnPurpose: With the rapid expansion in the use of intelligent voice assistants (IVAs) in people’s daily lives, how to improve users’ continuous intention is crucial for the sustainable development of intelligent voice technology. Utilizing the stimulus-organism-response (S-O-R) framework, we propose a theoretical model to examine how three dimensions of interactivity (ie, two-way communication, responsiveness, perceived control) impact individuals’ affective reactions (ie, psychological ownership, subjective well-being) and continuance intention of IVAs and how that effect differs technology readiness.Methods: To validate the proposed model, 412 valid samples were collected in China and underwent analysis using a comprehensive approach that incorporated partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA).Results: The findings from the PLS-SEM analysis indicate that three dimensions of interactivity have significant impacts on affective reactions to varying degrees, thus affecting users’ continuance intention. Among these dimensions, responsiveness is the strongest predictor of affective reactions. Additionally, the impact of subjective well-being on continuance intention is stronger when users with high technology readiness. Finally, the results from fsQCA support the PLS-SEM findings and provide three configurations with different combinations of antecedents that sufficiently explain high continuance intention.Conclusio