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Do you trust ChatGPTs? Effects of the ethical and quality issues of generative AI on travel decisions

Year: 2023

Type: article

Abstract: This study investigated the impact of ChatGPT’s recommendation quality and ethical concerns on travelers’ acceptance, satisfaction, and perceived trustworthiness. Results showed that when quality and ethical concerns were prominent, acceptance of and satisfaction with ChatGPT’s recommendations decreased significantly, and the negative effects were mediated by perceived trustworthiness. This study also identified that message framing containing ChatGPT’s errors, and the information types delivered by ChatGPT, acted as moderators of the positive effect of its recommendations. These findings underscore the significance of addressing ethical and quality concerns in using AI (Artificial intelligence)-powered chatbots, with implications for AI acceptance and satisfaction.

Source: Journal of Travel & Tourism Marketing

DOI: 10.1080/10548408.2023.2293006

Authors: Jeong Hyun Kim, Jungkeun Kim, Changju Kim, Seongseop (Sam) Kim

Institutions: Kyung Hee University, Auckland University of Technology, Ritsumeikan University, Hong Kong Polytechnic University

Language: English

Topic: AI in Service Interactions

Subfield: Artificial Intelligence

Field: Computer Science

Domain: Physical Sciences

Open Access status: hybrid

OpenAlex ID: W4390761031

FWCI: 12.41

Cites: 95

Cited by: 142

Related to: 10