Is a shorter reaction time always better? Empirical investigation of the impact of response speed on ChatGPT recommendations

This research explored how customers respond differently to short or long waiting times when using ChatGPT for hospitality and tourism recommendations. Using information processing theory, it delves into the interplay between response speed and consumer evaluation, with a nuanced examination of various moderating factors. Study 1 reveals that faster ChatGPT responses lead to increased satisfaction and likelihood of visitation, with perceived usefulness heightened. Study 2 found that this effect varies based on information complexity. If information is simple, getting a fast response is better. Study 3 indicates that for individuals high in patience and low in lay rationalism, slower responses may increase interest in suggested options. Study 4 confirms and complements the results of Studies 1, 2, and 3 by demonstrating preference for fast response, significance of information complexity, and perception of AI effort as a sign of credibility. These findings shed light on AI recommendation evaluation, informing enhancements in such systems.