Author

The Role of Anthropomorphism in AI: ChatGPT’s Impact on Travel Services Using the SOR Model

Introduction

The role of anthropomorphism in ai: chatgpt’s impact on travel services using the sor model. Explore ChatGPT's anthropomorphic impact on travel services using the SOR model. Discover how human-like AI features build user trust, happiness, and continued engagement in tourism.

Abstract

The objective of the study is to examine the application of the SOR (Stimulus-Organism-Response) model and the influence of ChatGPT's anthropomorphic characteristics on users' perceptions and the establishment of trust in the tool within the tourism sector. The study also aims to investigate the relationship between tourists' happiness derived from interacting with ChatGPT and their intention to continue using it. The study employs a systematic sampling method collecting data from 201 tourists through an online survey. Structural Equation Modeling (SEM) using SPSS was performed to analyze relationships among variables. The results show that tourists are much more likely to believe and like ChatGPT when they think the staff is friendly quick to respond, and knowledgeable. This, in turn, makes them happier. The results show that travel services that are powered by AI need to include human-like features to build trust and connection with users. In real life, this means that travel companies should make AI chatbots that are more interactive and personalized to make users happier. This study adds to the growing body of AI literature in tourism by emphasizing the importance of anthropomorphism in shaping user experiences and long-term engagement.

Review

This study addresses a highly pertinent and timely topic at the intersection of artificial intelligence, anthropomorphism, and the tourism sector, specifically leveraging ChatGPT as a case study. The application of the well-established Stimulus-Organism-Response (SOR) model provides a robust theoretical framework for investigating how ChatGPT's perceived human-like qualities influence user perceptions, trust, and ultimately, their emotional responses and behavioral intentions. The clear objectives, focusing on user perceptions, trust, happiness, and continued usage intention, are well-articulated and contribute to a critical area of research concerning human-AI interaction in service industries. Methodologically, the study employed a systematic sampling approach with an an online survey, collecting data from 201 tourists, and utilized Structural Equation Modeling (SEM) to analyze the complex relationships among variables. The key findings are insightful, demonstrating that perceived anthropomorphic traits such as friendliness, responsiveness, and knowledge significantly enhance users' belief in and liking of ChatGPT, subsequently leading to increased happiness. These results strongly support the practical implication that AI-powered travel services should integrate human-like features to foster trust and connection, advocating for more interactive and personalized chatbot designs. This study significantly enriches the existing literature on AI in tourism by empirically highlighting the crucial role of anthropomorphism in shaping positive user experiences and driving long-term engagement. While valuable, the abstract suggests several areas for further consideration. The representativeness and potential biases of the "systematic sampling" from an online survey warrant closer examination, particularly given the sample size of 201, which might limit the generalizability of the findings across broader tourist populations. The abstract could also benefit from providing more detail on the specific SEM model fit indices and the magnitude of the relationships observed to fully assess the model's robustness. Future research could explore the nuances of *how* these anthropomorphic features are perceived across different cultural contexts or demographics, potentially employing qualitative methods to delve deeper into the psychological mechanisms at play. Additionally, investigating the long-term impact of anthropomorphic AI on user loyalty and the potential for over-reliance could offer valuable insights. Despite these points for development, the study presents a solid foundation for understanding critical aspects of AI adoption in tourism.

Full Text

Comments

You need to be logged in to post a comment.