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

Jeong Hyun Kim, Jungkeun Kim, Changju Kim, Seongseop Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)779-801
Number of pages23
JournalJournal of Travel and Tourism Marketing
Volume40
Issue number9
DOIs
Publication statusPublished - 9 Jan 2024

Keywords

  • AI acceptance
  • artificial intelligence (AI)
  • ChatGPT
  • ethical
  • generative AI
  • moral decoupling
  • quality
  • technology
  • travel decisions
  • trustworthiness

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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