Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/94070
Title: | Anthropomorphism and OTA chatbot adoption: a mixed methods study | Authors: | Cai, D Li, H Law, R |
Issue Date: | 2022 | Source: | Journal of travel & tourism marketing, 2022, v. 39, no. 2, p. 228-255 | Abstract: | Anthropomorphizing chatbots can facilitate effective customer interaction. Based on a mixed method, this study explores perceived chatbot anthropomorphism cues and their effects on customers’ chatbot usage intentions (UIs)in the online travel agency context. Findings suggest that (1) social presence cues and emotional message cues are major anthropomorphic cues of interest for customers and enterprises; (2) social presence cues by simply using a human avatar or mentioning the customer’s name might not be sufficient; (3) anthropomorphic emotional message cues are essential in shaping customers’ UIs; and (4) perceived trustworthiness, intelligence, and enjoyment mediate the above effect. | Keywords: | Chatbot anthropomorphism Emotional message cues Mixed method Online travel agency (OTA) Perceived enjoyment Perceived intelligence Perceived trustworthiness Social presence cues Tourism marketing Usage intention (UI) |
Publisher: | Routledge, Taylor & Francis Group | Journal: | Journal of travel & tourism marketing | ISSN: | 1054-8408 | EISSN: | 1540-7306 | DOI: | 10.1080/10548408.2022.2061672 | Rights: | © 2022 Informa UK Limited, trading as Taylor & Francis Group This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Travel & Tourism Marketing on 5 May 2022 (Published online), available online: http://www.tandfonline.com/10.1080/10548408.2022.2061672. |
Appears in Collections: | Journal/Magazine Article |
Files in This Item:
File | Description | Size | Format | |
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Cai_Anthropomorphism_OTA_Chatbot.pdf | Pre-Published version | 2.52 MB | Adobe PDF | View/Open |
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