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Are You Ready for Human-like AI Service Agents: Consumers’ Willingness to Use Substitute Versus Assist AI on OTA Platforms
- Truvace record
- TRV-2026-2691raw data (JSON)
- Version
- v1Published
- First published
- Evidence type
- Controlled or validated comparison
- Sources
- 1 sourcePeer-reviewed
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With the rapid development of Artificial Intelligence (AI) technology, human-like AI service agents have been increasingly applied in service marketing. Online travel agency (OTA) platforms provide an important application context for such service agents in consumer-facing service interactions, such as travel planning and related services. Drawing on social cognitive theory and control theory, this study examines the psychological mechanisms underlying consumers’ intentions to adopt AI service agents. One pretes…
The problem
In a pretest and two experiments with 521 participants, consumers were less willing to use AI service agents on online travel platforms when the agents replaced human staff than when they assisted them, an effect linked to human identity threat and a lower sense of control.
Sources
1 on file- Journal of Theoretical and Applied Electronic Commerce Researchdoi:10.3390/jtaer21060160
Cite this record
v1Truvace Impact Record TRV-2026-2691, v1: “Are You Ready for Human-like AI Service Agents: Consumers’ Willingness to Use Substitute Versus Assist AI on OTA Platforms.” Truvace, 2026-11-12. /record/TRV-2026-2691 (accessed on the day you copy it). sha256 34ad67b3293ae932…
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