Effects of contemporary technologies, such as blockchain and artificial intelligence (AI) in enhancing consumers’ trustworthiness of online reviews
Rajesh Rajaguru
Abstract
The research note discusses the potential effects of contemporary technologies, such as blockchain and artificial intelligence (AI), in enhancing consumers’ trustworthiness of online reviews in the tourism and hospitality context. The study postulates that three characteristics of blockchain – decentralization, immutability, and timestamping – ensure transparency in the online review process. Using a socio-technical systems approach, the current study provides insights into how blockchain technology, AI agents, and human factors interact to facilitate such transparency and thereby enhance consumers’ trustworthiness of online reviews for their decision-making. Therefore, the study proposes that perceived transparency mediates the relationship between these three blockchain characteristics and the trustworthiness of online reviews. In proposing an investigation of the characteristics of blockchain and its interaction with AI in online reviews, the study highlights that researchers and practitioners pay attention to a specific characteristic of contemporary technologies to actualize potential benefits.