一个馅饼,许多食谱:人工智能聊天机器人在影响马来西亚独自旅行者购买意愿方面的作用

IF 7.3 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Jennifer Yee-Shan Chang , Jun-Hwa Cheah , Xin-Jean Lim , Alastair M. Morrison
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引用次数: 0

摘要

人工智能(AI)聊天机器人在旅游业中无处不在,大大减轻了独自旅行者在旅行计划和预订方面的担忧。然而,许多现有的人工智能聊天机器人尚未满足独自旅行者的期望,特别是当他们需要更多个性化信息来帮助旅行决策时。基于复杂性理论,本研究考察了在使用人工智能聊天机器人时刺激独自旅行者购买意愿的因素,特别是涵盖了营销力度、沟通质量和情感特征三个主要方面。从281个单独旅行者的样本中,使用偏最小二乘结构方程模型(PLS-SEM)和模糊集定性比较分析(fsQCA)来检验所提出的关系。PLS-SEM结果显示,互动、娱乐、潮流、沟通能力和满意度对购买意愿有显著的直接影响。fsQCA的调查结果进一步揭示了四种解决方案在独自旅行者中表现出较高的购买意愿。确定了每个配置路径中不同的核心、外围和必要的因果条件。研究结果丰富了人工智能聊天机器人的文献,研究了独自旅行者对这种新兴技术的不同反应的潜在原因,并为设计人工智能聊天机器人系统提供了实用建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
One pie, many recipes: The role of artificial intelligence chatbots in influencing Malaysian solo traveler purchase intentions

Artificial intelligence (AI) chatbots are pervasive in the travel industry and have significantly alleviated solo travelers' concerns in trip planning and booking. However, many existing AI chatbots have yet to meet the expectations of solo travelers, especially when they demand more personalized information to assist in travel decision-making. Based on complexity theory, this research examines the factors that stimulate solo travelers' purchase intentions when using AI chatbots, particularly covering the three main aspects of marketing efforts, communication quality, and affective characteristics. Drawing from a sample of 281 solo travelers, partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) are used to examine the proposed relationships. The PLS-SEM results illustrate that interaction, entertainment, trendiness, communication competence, and satisfaction have significant direct effects on purchase intentions. The fsQCA results further revealed four solutions exhibiting high purchase intentions among solo travelers. Different core, peripheral, and necessary causal conditions in each configuration path were identified. The findings enrich the AI chatbot literature by examining the underlying reasons why solo travelers react differently to this emerging technology and produce practical recommendations for designing AI chatbot systems.

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来源期刊
CiteScore
15.60
自引率
3.40%
发文量
99
审稿时长
59 days
期刊介绍: Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.
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