Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 116, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2023.103628
Keywords
Communication privacy management theory; Self-disclosure; Artificial intelligence; Compliment; Complaint
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Drawing upon the communication privacy management theory, this research investigates the impact of self-disclosure on customers' intention to compliment and complain via AI-enabled platforms. The findings suggest that low self-disclosure AI technology encourages customers to express their emotions, and the role of privacy concerns as a mediating variable was identified. Additionally, perceived emotional value and performance expectancy were found to influence customers' intention to compliment. The moderating effect of reward timing was also examined.
Building upon the communication privacy management theory, the research reveals the effect of self-disclosure on the identified mechanisms of perceived emotional value, performance expectancy, and privacy concerns, which in turn, influence customers' intention to compliment and complain via AI-enabled platforms. Findings from two quasi-experiments with 439 valid responses from U.S. customers suggest that customers are more likely to express their feelings when low self-disclosure AI technology is presented. The results suggest a prominent role of privacy concerns in mediating the effect of self-disclosure on customers' intention to compliment and complain. The effects of self-disclosure also channel through perceived emotional value and performance expectancy when customers want to leave a compliment. The moderating effect of reward timing was examined. Similarities and differences between customers' intentions to compliment or complain using AI-enabled platforms are discussed to provide theoretical and practical implications.
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