Customer word-of-mouth for generative AI: Innovation and adoption in hospitality and tourism

被引:4
作者
Fakfare, Pipatpong [1 ,2 ]
Manosuthi, Noppadol [2 ]
Lee, Jin-Soo [3 ]
Han, Heesup [4 ]
Jin, Minkyoung [4 ]
机构
[1] Bangkok Univ, Sch Humanities & Tourism Management, 9-1 Moo 5 Phaholyothin Rd, Klongluang 12120, Pathum Thani, Thailand
[2] Chulalongkorn Univ, Fac Sports Sci, Consumer Insights Sports Serv Related Business Res, Phayathai Rd, Bangkok 10330, Thailand
[3] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, Kowloon, TST East, 17 Sci Museum Rd, Hong Kong, Peoples R China
[4] Sejong Univ, Coll Hospitality & Tourism Management, 98 Gunja Dong, Seoul 143747, South Korea
关键词
Generative AI; Word-of-mouth (WOM); Five-state customer adoption; Innovation; Hospitality and tourism; COMPLEXITY THEORY;
D O I
10.1016/j.ijhm.2024.104070
中图分类号
F [经济];
学科分类号
02 ;
摘要
Generative artificial intelligence (AI), such as ChatGPT, is increasingly utilized to facilitate decision-making processes in various aspects of our lives, including travel activities. Despite its growing adoption in the travel service industry, a research gap focusing on the innovation characteristics of ChatGPT, customer adoption, and word-of-mouth (WOM) remains. By utilizing stringent methodologies through variable- and case-based approaches, this study explores the influence of ChatGPT innovation characteristics and customer adoption factors in inducing WOM. The formal set-theoretic approach further explores the intersections between the empirical model, theory, and outcome (WOM). The results provide novel insights into customer WOM for generative AI, examining whether innovation attributes, such as relative benefits, complexity and compatibility, and/or states of customer adoption factors - particularly in terms of cognitive, affective, and behavioral response individually or in combination - contribute to WOM, thereby leading to theoretical and practical implications in the hospitality and tourism industry.
引用
收藏
页数:12
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