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

Kim, Jeong Hyun; Kim, Jungkeun; Kim, Changju; Kim, Seongseop (Sam)

doi:10.1080/10548408.2023.2293006

Journal of Travel & Tourism Marketing

2023

DOI: 10.1080/10548408.2023.2293006

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

Jeong Hyun Kim,

Jungkeun Kim,

Changju Kim

et al.

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2024

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Cited by 2 publications

References 91 publications

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Is ChatGPT a Responsible Communication: A Study on the Credibility and Adoption of Conversational Artificial Intelligence

Chakraborty,

Biswal

2024

Journal of Promotion Management

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Is ChatGPT a Responsible Communication: A Study on the Credibility and Adoption of Conversational Artificial Intelligence

Chakraborty,

Biswal

2024

Journal of Promotion Management

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Navigating the generative AI travel landscape: the influence of ChatGPT on the evolution from new users to loyal adopters

Li,

Lee

2024

IJCHM

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Purpose This study, rooted in affordance-actualization theory and communication theory, aims to critically examine how ChatGPT influences users’ transition from new adopters to loyal advocates within the context of travel decision-making. It incorporates constructs including communication quality, personalization, anthropomorphism, cognitive and emotional trust (ET), loyalty and intention to adopt into a comprehensive model. Design/methodology/approach This study used quantitative methods to analyze data from 477 respondents, collected online through a self-administered questionnaire by Embrain, a leading market research company in South Korea. Lavaan package within R studio was used for evaluating the measurement model through confirmatory factor analysis and using structural equation modeling to examine the proposed hypotheses. Findings The findings reveal a pivotal need for enhancing ChatGPT’s communication quality, particularly in terms of accuracy, currency and understandability. Personalization emerges as a key driver for cognitive trust, while anthropomorphism significantly impacts ET. Interestingly, the study unveils that in the context of travel recommendations, users’ trust in ChatGPT predominantly operates at the cognitive level, significantly impacting loyalty and subsequent adoption intentions. Practical implications The findings of this research provide valuable insights for improving Generative AI (GenAI) technology and management practices in travel recommendations. Originality/value As one of the few empirical research papers in the burgeoning field of GenAI, this study proposes a highly explanatory model for the process from affordance to actualization in the context of using ChatGPT for travel recommendations.

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

Cited by 2 publications

References 91 publications

Is ChatGPT a Responsible Communication: A Study on the Credibility and Adoption of Conversational Artificial Intelligence

Is ChatGPT a Responsible Communication: A Study on the Credibility and Adoption of Conversational Artificial Intelligence

Navigating the generative AI travel landscape: the influence of ChatGPT on the evolution from new users to loyal adopters

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