The more open, the better? Research on the influence of subject diversity on trust of tourism platforms

Xu, Siyuan; Mou, Yupeng; Ding, Zhihua

doi:10.1108/mip-02-2023-0074

Cited by 3 publications

(3 citation statements)

References 107 publications

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“…Contemporary participation in VCSR predominantly features young individuals (Wu and Guo, 2022). Respondents were selected for having at least a bachelor’s degree to enhance their understanding of the questionnaire and thereby increase the survey’s validity (Xu et al. , 2023).…”

Section: Methodsmentioning

confidence: 99%

The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation

Zhang,

Tang,

Lyu

et al. 2024

MIP

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PurposeThis study explores how businesses can effectively market functional and emotional benefits through virtual corporate social responsibility co-creation (VCSRC) initiatives. The aim is to enhance customer engagement through these initiatives.Design/methodology/approachThe initial phase of this study involved recruiting 185 Chinese university students as participants. These individuals were randomly distributed into four distinct experimental groups, each designed to investigate the influence of varied marketing appeals and common in-group identity (CIGI) on consumer engagement willingness. This phase also sought to elucidate the mediating role of CSR associations in these dynamics. Following this, the second study engaged 570 individuals, recruited through “Credamo,” for a group-based experiment. This subsequent phase was intended to validate the findings of the preliminary study and explore the varying intensities of interaction between different marketing appeals and CIGI, with a particular focus on the dichotomy of independent and interdependent self-construals.FindingsThe study delineates a detailed relationship between consumers' willingness to participate in VCSRC, marketing appeals, and common in-group identity, revealing that strong common in-group identity correlates with a preference for functional appeals, while a weaker in-group identity inclines towards emotional appeals. Notably, interdependent self-construal significantly influences consumer responses, intensifying the interaction between in-group identity and marketing appeal and thereby influencing participation willingness. Moreover, CSR associations emerge as key mediators in this interaction, underscoring their role in enhancing the effectiveness of VCSRC strategies. These insights provide a new understanding of the crucial impact of consumer identity traits on marketing strategy efficacy.Originality/valueThis research stands as a trailblazing endeavor in evaluating the effects of varied advertising appeals under the VCSR paradigm. It probes into the foundational mechanisms, leveraging insights from interaction alignment theory and persuasion theory to elucidate the processes involved.

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Section: Methodsmentioning

confidence: 99%

The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation

Zhang,

Tang,

Lyu

et al. 2024

MIP

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“…, 2021). The primary force behind the adoption of AI is value co-creation (Xu et al. , 2023; Thaichon et al.…”

Section: Introductionmentioning

confidence: 99%

“…AI is described as IT that gathers, processes, and provides useable information (Paschen et al, 2020), which has been hailed as a boon to both customers and businesses (Grewal et al, 2021). The primary force behind the adoption of AI is value co-creation (Xu et al, 2023;Thaichon et al, 2020). Therefore, the above discussion justifies the need for an empirical analysis of the adoption intention of AI for empowering CCOS.…”

Section: Introductionmentioning

confidence: 99%

Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention

Behera,

Bala,

Rana

et al. 2024

MIP

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PurposeCo-creation of services (CCOS) is a collaborative strategy that emphasises customer involvement and their expertise to increase the value of the service experience. In the service ecosystem, artificial intelligence (AI) plays a key role in value co-creation. Therefore, this study is undertaken to empirically uncover how AI can empower CCOS.Design/methodology/approachThe source data were collected from 305 service provider respondents and quantitative methodology was applied for data analysis.FindingsNew service development augmented with AI provides tangible value to service providers while also providing intangible value to supportive customers. With AI, service providers adapt to new innovations and enrich additional information, which eventually outperforms human-created services.Research limitations/implicationsAI adoption for CCOS empowerment in service businesses brings “service-market fit”, which represents the significant benefits wherein customers contribute to creativity, intuition, and contextual awareness of services, and AI contributes to large-scale service-related analysis by handling volumes of data, service personalisation, and more time to focus on challenging problems of the market.Originality/valueThis study presents theoretical concepts on AI-empowered CCOS, AI technological innovativeness, customer participation in human-AI interaction, AI-powered customer expertise, and perceived benefits in CCOS, and subsequently discusses the CCOS empowerment framework. Then, it proposes a novel conceptual model based on the theoretical concepts and empirically measures and validates the intention to adopt AI for CCOS empowerment. Overall, the study contributes to novel insight on empowering service co-creation with AI.

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Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions

Yu,

Yang

2024

JTAER

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The fusion of livestreaming e-commerce and AI technology is booming, and many firms have started to replace human streamers with AI streamers. Despite their popularity, the acceptance of AI streamers by consumers varies widely and the signaling effects of AI streamers still remain unclear. We build an analytical model and compare scenarios where the acceptance level is either exogenously given or endogenously determined, highlighting the implications for firms’ optimal separation strategy. Our findings suggest that in markets with moderate information asymmetry, using both price and acceptance level as joint signals can be more profitable for high-quality firms. Conversely, in highly asymmetric markets, firms must incur additional costs to distinguish their high-quality products, regardless of the signaling strategy employed. Our paper provides strategic insights for firms aiming to leverage AI streamers in diverse market conditions.

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The more open, the better? Research on the influence of subject diversity on trust of tourism platforms

Cited by 3 publications

References 107 publications

The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation

The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation

Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention

Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions

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