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1 – 5 of 5Lai-Wan Wong, Garry Wei-Han Tan, Keng-Boon Ooi and Yogesh Dwivedi
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…
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.
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Michael Adu Kwarteng, Alex Ntsiful, Christian Nedu Osakwe and Kwame Simpe Ofori
This study proposes and validates an integrated theoretical model involving the theory of planned behavior (TPB), health belief model (HBM), personal norms and information privacy…
Abstract
Purpose
This study proposes and validates an integrated theoretical model involving the theory of planned behavior (TPB), health belief model (HBM), personal norms and information privacy to understand determinants of acceptance and resistance to the use of mobile contact tracing app (MCTA) in a pandemic situation.
Design/methodology/approach
This study draws on online surveys of 194 research respondents and uses partial least squares structural equation modeling (PL-SEM) to test the proposed theoretical model.
Findings
The study establishes that a positive attitude towards MCTA is the most important predictor of individuals' willingness to use MCTA and resistance to use MCTA. Furthermore, barriers to taking action positively influence resistance to the use of MCTA. Personal norms negatively influence resistance to the use of MCTA. Information privacy showed a negative and positive influence on willingness to use MCTA and use the resistance of MCTA, respectively, but neither was statistically significant. The authors found no significant influence of perceived vulnerability, severity, subjective norms and perceived behavioral control on either acceptance or use resistance of MCTA.
Originality/value
The study has been one of the first in the literature to propose an integrated theoretical model in the investigation of the determinants of acceptance and resistance to the use of MCTA in a single study, thereby increasing the scientific understanding of the factors that can facilitate or inhibit individuals from engaging in the use of a protection technology during a pandemic situation.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2021-0533
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Rebecca Badawy, Robyn Brouer and Michael Stefanone
Research indicates that inconsistent gender norm presentations are met with backlash, which is particularly damaging to women. With social media use in selection rising, it is…
Abstract
Purpose
Research indicates that inconsistent gender norm presentations are met with backlash, which is particularly damaging to women. With social media use in selection rising, it is important to understand if this remains consistent for job applicants on social media.
Design/methodology/approach
In two experiments, this study investigates hiring managers' reactions to job applicant (in)consistent gender norm-based communication on Facebook (n = 197) and YouTube (n = 203). Participants located in the United States were asked to review social media materials, reported perceptions of task and social attraction, and make hiring recommendations.
Findings
Inconsistent with work on backlash in face-to-face settings, results demonstrated that masculine communication styles on social media may be detrimental to job seekers, and this was more pronounced for male job seekers. Feminine presentation styles had more favorable results.
Practical implications
The findings challenge the long-held understanding that men have more leeway to behave in agentic ways in job seeking contexts. While this may remain true in face-to-face settings, these findings suggest that social media, lacking media richness, may be a context in which males experience backlash for agentic behavior.
Originality/value
The research offers a novel perspective investigating traditional gender expectations in the digital realm, paving the way for a more comprehensive understanding of gender in employment contexts. This study contributes to the growing body of research on online behavior and expands understanding of how hiring managers react to gender norms in the era of social media.
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Balakrishnan Unny R., Samik Shome, Amit Shankar and Saroj Kumar Pani
This study aims to provide a systematic review of consumer privacy literature in the context of smartphones and undertake a comprehensive analysis of academic research on this…
Abstract
Purpose
This study aims to provide a systematic review of consumer privacy literature in the context of smartphones and undertake a comprehensive analysis of academic research on this evolving research area.
Design/methodology/approach
This review synthesises antecedents, consequences and mediators reported in consumer privacy literature and presents these factors in a conceptual framework to demonstrate the consumer privacy phenomenon.
Findings
Based on the synthesis of constructs reported in the existing literature, a conceptual framework is proposed highlighting antecedents, mediators and outcomes of experiential marketing efforts. Finally, this study deciphers overlooked areas of consumer privacy in the context of smartphone research and provides insightful directions to advance research in this domain in terms of theory development, context, characteristics and methodology.
Originality/value
This study significantly contributes to consumer behaviour literature, specifically consumer privacy literature.
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Ahmad Rafiki, Sutan Emir Hidayat and Muhammad Dharma Tuah Putra Nasution
This study aims to examine the moderator effect of religiosity on the relationship between halal brand awareness and habit towards purchasing decisions of halal products.
Abstract
Purpose
This study aims to examine the moderator effect of religiosity on the relationship between halal brand awareness and habit towards purchasing decisions of halal products.
Design/methodology/approach
The quantitative method is used in this study. Descriptive and statistical (multiple and moderated regression) analyses are employed to test the hypothesis according to the research model. The data is collected using a cross-sectional design from 197 respondents consisting of business owners in North Sumatera, Indonesia.
Findings
It is found that both halal brand awareness and habit have a positive and significant effect on the purchasing decision of halal products. Meanwhile, religiosity significantly acts as a moderating variable in the relationship between awareness and purchasing decisions, as well as habit and purchasing decisions.
Research limitations/implications
This study revealed the important factor of religiosity as a moderating factor in purchase decisions of halal products. The government may need to collaborate with Islamic educational institutions to raise awareness of the halal concept and product awareness. It is assumed that individuals who know about the Islamic religion will have a higher degree of awareness of halal products compared to individuals with limited knowledge of Islam; thus, providers of Islamic education play a crucial role in raising the level of awareness of halal products. Schools may serve as catalysts for the dissemination of knowledge of halal products.
Originality/value
Developing halal product markets can be done by enhancing the religiosity level of consumers, one of them through attending formal or informal religious classes.
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