Communication modality, authenticity, and continuance usage intention of GenAI chatbots : a media richness theory perspective

Abstract

Generative AI chatbots are increasingly popular for tourist destination information searches. However, how communication modalities (text vs. voice), interaction styles (social vs. task-oriented), destination types (hedonic vs. utilitarian), and their interactions contribute to users' perceptions and continuance usage intention remains unclear. Building on media richness theory, this study used a sequential explanatory mixed-methods and multi-study research design, with four scenario-based experiments to examine how the above factors affect tourists' perceived authenticity of GenAI chatbots and continuance usage intention, and a focus group study to validate and contextualize findings. The results indicated that voice communication evokes higher GenAI chatbots' authenticity, which is positively associated with tourists' continuance usage intention. Destination type is a significant moderator, with voice modality producing higher GenAI chatbots’ authenticity than text modality only for hedonic destinations. The moderating roles of destination type and interaction style are clarified, shedding new light on destination marketing theories and practices.