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The role of institutional and self in the formation of trust in artificial intelligence technologies

Lai-Wan Wong (School of Computing and Data Science, Xiamen University Malaysia, Sepang, Malaysia) (Center for Advanced Computing and Telecommunications, Kuala Lumpur, Malaysia)
Garry Wei-Han Tan (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Keng-Boon Ooi (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Yogesh Dwivedi (Digital Futures for Sustainable Business and Society Research Group, School of Management, Swansea University, Swansea, UK) (Department of Management, Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune, India)

Internet Research

ISSN: 1066-2243

Article publication date: 2 February 2023

Issue publication date: 19 March 2024

1475

Abstract

Purpose

The deployment of artificial intelligence (AI) technologies in travel and tourism has received much attention in the wake of the pandemic. While societal adoption of AI has accelerated, it also raises some trust challenges. Literature on trust in AI is scant, especially regarding the vulnerabilities faced by different stakeholders to inform policy and practice. This work proposes a framework to understand the use of AI technologies from the perspectives of institutional and the self to understand the formation of trust in the mandated use of AI-based technologies in travelers.

Design/methodology/approach

An empirical investigation using partial least squares-structural equation modeling was employed on responses from 209 users. This paper considered factors related to the self (perceptions of self-threat, privacy empowerment, trust propensity) and institution (regulatory protection, corporate privacy responsibility) to understand the formation of trust in AI use for travelers.

Findings

Results showed that self-threat, trust propensity and regulatory protection influence trust in users on AI use. Privacy empowerment and corporate responsibility do not.

Originality/value

Insights from the past studies on AI in travel and tourism are limited. This study advances current literature on affordance and reactance theories to provide a better understanding of what makes travelers trust the mandated use of AI technologies. This work also demonstrates the paradoxical effects of self and institution on technologies and their relationship to trust. For practice, this study offers insights for enhancing adoption via developing trust.

Keywords

Citation

Wong, L.-W., Tan, G.W.-H., Ooi, K.-B. and Dwivedi, Y. (2024), "The role of institutional and self in the formation of trust in artificial intelligence technologies", Internet Research, Vol. 34 No. 2, pp. 343-370. https://doi.org/10.1108/INTR-07-2021-0446

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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