Cong Doanh Duong, Thanh Hieu Nguyen, Thi Viet Nga Ngo, Thi Thu Phuong Pham, Anh Trong Vu, Ngoc Su Dang
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Using generative artificial intelligence (ChatGPT) for travel purposes: parasocial interaction and tourists’ continuance intention
Purpose
This study aims to investigate what drives tourists to continue using ChatGPT for travel purposes. This study focuses on the impact of parasocial interaction on tourists’ intention to continue using ChatGPT. It also examines how satisfaction mediates this relationship and the role of technology anxiety as a moderating factor.
Design/methodology/approach
Using a sample of 606 tourists in popular Vietnamese tourist destinations, this study used the SPSS PROCESS macro (Model 4 and Model 14) to estimate the research model.
Findings
The study found that tourists’ satisfaction and parasocial interactions positively influenced their intention to continue using ChatGPT for travel purposes. The tourists’ satisfaction was found to play a partial role in mediating the relationship between parasocial interactions and their intention to continue using ChatGPT. Technology anxiety was found to be a negative moderator of the direct effect of satisfaction and the indirect impact of parasocial interaction on this intention.
Originality/value
This study stands out as a pioneering exploration into the novel intersection of parasocial interaction, satisfaction, and technology anxiety and their influence on tourists’ intention to persist with using ChatGPT for travel-related purposes.
期刊介绍：
ACS Applied Polymer Materials is an interdisciplinary journal publishing original research covering all aspects of engineering, chemistry, physics, and biology relevant to applications of polymers.
The journal is devoted to reports of new and original experimental and theoretical research of an applied nature that integrates fundamental knowledge in the areas of materials, engineering, physics, bioscience, polymer science and chemistry into important polymer applications. The journal is specifically interested in work that addresses relationships among structure, processing, morphology, chemistry, properties, and function as well as work that provide insights into mechanisms critical to the performance of the polymer for applications.
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