Antecedents of Trust and Adoption Intention toward Artificially Intelligent Recommendation Systems in Travel Planning: A Heuristic–Systematic Model

Abstract

Drawing on the dual process theory, this study investigates the impacts of systematic and heuristic cues on travelers’ cognitive trust, emotional trust, and adoption intention toward artificial intelligence (AI)–based recommendation systems in travel planning. The moderating effect of perceived risk is also examined. Two studies with both scenario-based surveys and lab experiment approaches are conducted. Findings suggest that while travelers utilize both systematic and heuristic cues, effects of systematic cues on adoption as a decision aid is stronger than the effects of heuristic cues. Emotional trust has a stronger impact on intention to adopt as a delegated agent than cognitive trust. Perceived risk moderates the relationships between systematic and heuristic cues, trust, and adoption intentions. When travelers perceive high risk, they rely more on systematic cues through building cognitive trust. However, when the level of perceived risk is low, travelers depend more on heuristic cues through establishing emotional trust.