Wonseok (Eric) Jang, Soojin Kim, Jung Won Chun, A-Reum Jung and Hany Kim
This study aims to understand how travelers evaluate travel destination recommendations received from either artificial intelligence (AI) or human travel experts (TEs) based on…
Abstract
Purpose
This study aims to understand how travelers evaluate travel destination recommendations received from either artificial intelligence (AI) or human travel experts (TEs) based on the size of recommendation and their travel involvement.
Design/methodology/approach
This study used a 2 (agent type: AI vs TE) × 2 (size of recommendation: small vs large) × 2 (travel involvement: low vs high) between-subjects design.
Findings
When AI recommends destinations, less-involved travelers perceive the recommendations as more credible and trust the system when AI offers larger recommendations than smaller ones. Meanwhile, when TEs offer recommendations, travelers consider the recommendations as equally credible and similarly trust the system, regardless of the recommendation size and travel involvement.
Originality/value
This study sheds light on the design of human-centered AI travel destination recommendation services.
研究目的
本研究旨在了解旅行者如何根据推荐的规模和他们的旅行参与度来评估从人工智能 (AI) 或人类旅行专家 (TE) 收到的旅行目的地推荐。
研究设计/方法/途径
本研究使用 2（代理类型：AI 与 TE）×2（推荐数量：小与大）×2（旅行参与：低与高）受试者间设计。
调查结果
当 AI 推荐目的地时, 参与度较低的旅行者认为推荐更可信, 并且当 AI 提供的建议比较小的建议大时信任系统。 同时, 当 TE 提供推荐时, 无论推荐数量大小和旅行参与度如何, 旅行者都认为这些推荐同样可信并且同样信任系统。
研究原创性
这项研究揭示了以人为本的人工智能旅游目的地推荐服务的设计。
Details
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A-Reum Jung and Jun Heo
The purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and…
Abstract
Purpose
The purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and ad clicks.
Design/methodology/approach
To fulfill the purpose, an eye-tracking study using real-time Facebook accounts of the participants was conducted.
Findings
The findings suggest that not all types of ad format face attentional competition. Consumers have a tendency to selectively care of native advertising area, where clutter becomes a significant issue. Additionally, personalized advertising is beneficial for attracting consumer attention regardless of the clutter level.
Originality/value
This less-artificial study setting with an eye-tracker makes up for the findings from previous ad clutter studies based on self-reported data; this study was able to observe real-life interaction between consumers and social media. The personalized native format may benefit advertisers in grabbing more attention. However, the careful use of native ads is recommended, because excessive ads could increase the attentional competition among native ads.