Purpose In order to encourage customers to try experience virtual tourism, researchers and practitioners pay more attention on how to improve customers' perception of authenticity.Design/methodology/approach Using the theory of cross-sensory compensation, through 4 experiments, this study examines the impact of social interaction and cross-sensory strategies on the relationship between virtual reality (VR) and improving customers' perception of authenticity and customer experience.Findings Through experimental research, this paper finds that (1) VR immersion has a significant positive impact on perception of authenticity, which in turn acts on customers' virtual tourism experience. (2) In addition, social interaction strengthens the relationship between VR immersion and customers' perception of authenticity. (3) The cross-sensory compensation has a positive effect on VR immersion to enhance customers' perception of authenticity.Originality/value The research conclusion provides a direction for further discussion on how to improve customers' perception of authenticity and provides theoretical guidance and reference for the virtual tourism industry.

PurposeArtificial intelligence (AI) has a large number of applications at the industry and user levels. However, AI's uniqueness neglect is becoming an obstacle in the further application of AI. Based on the theory of innovation resistance, this paper aims to explore the effect of AI's uniqueness neglect on consumer resistance to AI.Design/methodology/approachThe authors tested four hypothesis across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI's uniqueness neglect leads to consumer resistance to AI; Studies 2 focused on the role of human–AI interaction trust as an underlying driver of resistance to medical AI. Study 3–4 provided process evidence by way of a measured moderator, testing whether participants with a greater sense of non-verbal human–AI communication are more reluctant to have consumer resistance to AI.FindingsThe authors found that AI's uniqueness neglect increased users' resistance to AI. This occurs because the uniqueness neglect of AI hinders the formation of interaction trust between users and AI. The study also found that increasing the gaze behavior of AI and increasing the physical distance in the interaction can alleviate the effect of AI's uniqueness neglect on consumer resistance to AI.Originality/valueThis paper explored the effect of AI's uniqueness neglect on consumer resistance to AI and uncovered human–AI interaction trust as a mediator for this effect and gaze behavior and physical distance as moderators for this effect.

PurposeWith the upgrade of natural language interaction technology, the simulation extension of intelligent voice assistants (IVAs) and the uncertainty of products and services have received more and more attention. However, most of the existing research focuses on investigating the application of theories to explain consumer behavior related to intention to use and adopt IVAs, while ignoring the impact of its privacy issues on consumer resistance. This article especially examines the negative impact of artificial intelligence-based IVAs’ privacy concerns on consumer resistance, and studies the mediating effect of perceived creepiness in the context of privacy cynicism and privacy paradox and the moderating effect of anthropomorphized roles of IVAs and perceived corporate social responsibility (CSR) of IVAs’ companies. The demographic variables are also included.Design/methodology/approachBased on the theory of human–computer interaction (HCI), this study addresses the consumer privacy concerns of IVAs, builds a model of the influence mechanism on consumer resistance, and then verifies the mediating effect of perceived creepiness and the moderating effect of anthropomorphized roles of IVAs and perceived CSR of IVAs companies. This research explores underlying mechanism with three experiments.FindingsIt turns out that consumers’ privacy concerns are related to their resistance to IVAs through perceived creepiness. The servant (vs. partner) anthropomorphized role of IVAs is likely to induce more privacy concerns and in turn higher resistance. At the same time, when the company’s CSR is perceived high, the impact of the concerns of IVAs’ privacy issues on consumer resistance will be weakened, and the intermediary mechanism of perceiving creepiness in HCI and anthropomorphism of new technology are further explained and verified. The differences between different age and gender are also revealed in the study.Originality/valueThe research conclusions have strategic reference significance for enterprises to build the design framework of IVAs and formulate the response strategy of IVAs’ privacy concerns. And it offers implications for researchers and closes the research gap of IVAs from the perspective of innovation resistance.

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PurposeCrowdsourcing refers to a new business model in which enterprises or individuals publish tasks or problems, attracting freelancers or contributors to participate in solving tasks, submitting bids and allowing task seekers to choose the final solution. How to attract more quantity and quality of contributors to submit their solutions through a crowdsourcing platform has become a vital question.Design/methodology/approachIn this study, the authors use web crawling to obtain 43,265 effective tasks in EPWK website (www.epwk.com) to probe how to elevate the quantity and quality of contributors via task reward design. This study uses the hierarchical linear model to probe the research questions.FindingsResults show that, with the increase of task reward, the quantity of contributors goes up first and then goes down (inverted U shape), whereas the quality of contributors goes down first and then goes up (U sharp). Moreover, the authors investigate the moderating effects of another task design attribute, task duration. This study finds that task duration weakens the effect of task reward on the quantity of contributors while strengthening the effects of task reward on the quality of contributors.Originality/valueFirst, this study theoretically probes two key aspects of task performance, namely, the quantity and quality of contributors, which expand the scope of task performance evaluation. Second, this study reconciles previous concern about the relationship of task reward and performance, which is different from previous studies that have paid more attention to the single perspective of their relationship. Finally, the authors investigate the moderating effects of task duration, which further uncover the mechanism behind task reward and performance, that is, the quantity and quality of task contributors.