Do you trust ChatGPTs? Effects of the ethical and quality issues of generative AI on travel decisions
Jeong Hyun Kim, Jeong Hyun Kim, Jungkeun Kim, Jungkeun Kim, Changju Kim, Seongseop (Sam) Kim
Abstract
This study investigated the impact of ChatGPT’s recommendation quality and ethical concerns on travelers’ acceptance, satisfaction, and perceived trustworthiness. Results showed that when quality and ethical concerns were prominent, acceptance of and satisfaction with ChatGPT’s recommendations decreased significantly, and the negative effects were mediated by perceived trustworthiness. This study also identified that message framing containing ChatGPT’s errors, and the information types delivered by ChatGPT, acted as moderators of the positive effect of its recommendations. These findings underscore the significance of addressing ethical and quality concerns in using AI (Artificial intelligence)-powered chatbots, with implications for AI acceptance and satisfaction.