This chapter presents the research model and hypothesis development for examining user-AI interactions in online shopping and social media contexts. Drawing on theories such as the stereotype content model, social response theory, and attribution theory, the researcher proposes hypotheses on the effects of recommendation types (AI versus human), AI communication styles (task-oriented versus social-oriented), AI humility traits (low versus high humility), and GAI humor (low versus high humor) on customer intention and behaviors. The following sections will detail the theoretical foundations, hypotheses, and the integrated research framework.