Effects of contemporary technologies, such as blockchain and artificial intelligence (AI) in enhancing consumers' trustworthiness of online reviews

【Author】 Rajaguru, Rajesh

【Source】JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT

【影响因子】9.821

【Abstract】The research note discusses the potential effects of contemporary technologies, such as blockchain and artificial intelligence (AI), in enhancing consumers' trustworthiness of online reviews in the tourism and hospitality context. The study postulates that three characteristics of blockchain - decentralization, immutability, and timestamping - ensure transparency in the online review process. Using a socio-technical systems approach, the current study provides insights into how blockchain technology, AI agents, and human factors interact to facilitate such transparency and thereby enhance consumers' trustworthiness of online reviews for their decision-making. Therefore, the study proposes that perceived transparency mediates the relationship between these three blockchain characteristics and the trustworthiness of online reviews. In proposing an investigation of the characteristics of blockchain and its interaction with AI in online reviews, the study highlights that researchers and practitioners pay attention to a specific characteristic of contemporary technologies to actualize potential benefits.

【Keywords】Blockchain; artificial intelligence; online review; trustworthiness; transparency; socio-technical system

【发表时间】2023 2023 SEP 24

【收录时间】2023-10-21

【文献类型】实证数据

【主题类别】

区块链应用-实体经济-旅游领域