This study investigates the impacts of the source of hotel review summary (AI-generated vs. human-generated) on customers' trust, information processing, and booking intentions through three scenario-based experiments involving 764 participants. Study 1 reveals that human-generated (vs. AI-generated) summaries lead to a higher level of trust, which boosts booking intentions. Study 2 finds that with negative reviews, there's no significant difference in booking intentions between AI and human-generated summaries, suggesting trust isn't the sole mediator. Study 3 proposes that information processing effort is a potential mediator. The findings confirm that when review valence is negative, customers invest more cognitive effort when reading AI-generated compared to human-generated summaries. The results challenge the assumption that human-generated reviews are inherently more persuasive. This research addresses critical gaps in understanding AI-generated content's impact on customer behavior in the hospitality industry, offering both theoretical contributions and practical insights for integrating AI technologies in customer communication strategies.

中文翻译：

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揭示 AI 与人工生成的评论摘要对酒店预订意向的影响


本研究通过涉及 764 名参与者的三个基于场景的实验，调查了酒店评论摘要来源（AI 生成与人工生成）对客户信任、信息处理和预订意愿的影响。研究 1 显示，人工生成（相对于 AI 生成）的摘要可以提高信任度，从而提高预订意愿。研究 2 发现，对于负面评论，AI 和人工生成的摘要之间的预订意向没有显着差异，这表明信任并不是唯一的中介。研究 3 提出信息处理工作是一个潜在的中介。研究结果证实，当评论效价为负时，与人工生成的摘要相比，客户在阅读 AI 生成的摘要时投入了更多的认知努力。结果挑战了人工生成的评论本质上更具说服力的假设。本研究解决了在理解 AI 生成内容对酒店业客户行为的影响方面的关键差距，为将 AI 技术整合到客户沟通策略中提供了理论贡献和实践见解。