Seeing AI as human or machine? Effects of transparency, valence, and readability on review summary helpfulness

IF 14.5 1区管理学 Q1 ENVIRONMENTAL STUDIES

Tourism Management Pub Date : 2026-04-01 Epub Date: 2025-09-11 DOI:10.1016/j.tourman.2025.105305

Yerin Yhee, Chulmo Koo

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引用次数: 0

Abstract

The rise of generative AI has transformed online information processing, particularly in consumer decision-making. This study examines how AI-powered review summaries, such as those on TripAdvisor, influence user perceptions and decision-making. Grounded in the Computers Are Social Actors (CASA) theory, we explore how AI perception (human-like vs. machine-like) affects the helpfulness of AI-generated summaries. Additionally, we investigate the roles of information transparency as AI characteristics and review summary valence and readability as contextual moderators. Using an experimental design across five studies, we analyze the serial mediation effect of AI perception on behavioral intentions via perceived helpfulness. Findings contribute to the understanding of generative AI’s role in digital consumer interactions, offering theoretical and practical insights into AI-generated information’s impact on decision-making. This research advances knowledge in hospitality, consumer behavior, and AI adoption, providing implications for AI transparency and user engagement in online review platforms.

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将人工智能视为人类还是机器？透明度、效价和可读性对综述摘要有用性的影响

生成式人工智能的兴起改变了在线信息处理，尤其是在消费者决策方面。本研究考察了人工智能评论摘要（如TripAdvisor上的评论摘要）如何影响用户的看法和决策。在计算机是社会行动者（CASA）理论的基础上，我们探讨了人工智能感知（类人与类机器）如何影响人工智能生成的摘要的有用性。此外，我们研究了信息透明度作为人工智能特征的作用，并审查了摘要效价和可读性作为上下文调节因子。采用五项研究的实验设计，我们分析了人工智能感知通过感知帮助性对行为意图的串行中介效应。研究结果有助于理解生成式人工智能在数字消费者互动中的作用，为人工智能生成的信息对决策的影响提供理论和实践见解。这项研究推进了酒店业、消费者行为和人工智能采用方面的知识，为人工智能透明度和在线评论平台的用户参与度提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism Management Multiple-

CiteScore

24.10

自引率

7.90%

发文量

190

审稿时长

45 days

期刊介绍： Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.