Revealing the relationships of trust in chatbot applications in the accommodation sector with consumer innovativeness and purchase intention

Haluk Tanriverdi; Kartal Doğukan Çıkı

doi:10.5585/podium.v13i3.24559

Authors

Haluk Tanriverdi Istanbul University https://orcid.org/0000-0002-2716-0405
Kartal Doğukan Çıkı Istanbul Gelisim University https://orcid.org/0000-0002-8307-8561

DOI:

https://doi.org/10.5585/podium.v13i3.24559

Keywords:

Chatbot Applications, Trust, Consumer Innovativeness, Purchase Intention, Accommodation Sector

Abstract

Objective: The approaches of innovative consumers who have benefited from the chatbot applications of accommodation businesses operating in Istanbul to chatbot applications have been examined. The aim of the research is to determine whether there is a relationship between consumers' trust in chatbot applications and their level of innovativeness and purchase intentions.
Method: The sample of the research was reached by convenience sampling method and the questionnaire application was carried out. 417 usable questionnaires were obtained and then the data were analyzed by correlation analysis and difference tests.
Originality/Relevance: There is a lack of studies linking consumer innovativeness and trust in chatbot applications, especially in tourism and hospitality research. This research is one of the first attempts to empirically examine the use of chatbot applications, an artificial intelligence technology platform, in hospitality businesses and to empirically examine consumers' trust in the technology and their level of innovativeness along with their purchase intentions.
Main results: The results of the research revealed that there is no significant relationship between the "benevolence dimension" of trust in chatbot applications and consumer innovativeness; however, there is a significant relationship between the "competence dimension" and the "honesty dimension" of trust and consumer innovativeness. Similar findings were found between trust in chatbot applications and purchase intention.
Theoretical/methodological contributions: Although the results of this research represent a limited area, they show the gap in the relevant literature and provide important clues to industry pioneers.

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Author Biographies

Haluk Tanriverdi, Istanbul University

Is a Full Professor in the Department of Tourism Management at Istanbul University, Turkey (haluk.tanriverdi@istanbul.edu.tr). He obtained his Ph.D in Organization and Business Policy and Master’s degree in Organization and Business Policy (Turkey). He specializes in tourism studies. Research areas: Social and Human Sciences, Behavioral Sciences, Business Administration, Management and Organization, Tourism and Hotel Management, Health Institutions Management, Human Resources Management, Strategy Science, Education, School Management and Education Supervision

Kartal Doğukan Çıkı, Istanbul Gelisim University

Received his bachelor's degree from Gazi University, Department of Travel Management and Tourism Guidance (2014-2017). Kartal Doğukan Çıkı completed his master's degree in Travel Management and Tourism Guidance at Hacı Bayram Veli University in 2020. He received his PhD degree in Tourism Management from Istanbul University in 2024. He works as a full-time Research Assistant (PhD) at Istanbul Gelisim University Faculty of Economics, Administrative and Social Sciences (2019-Present).Research Areas: Tourist guiding, tourism management, tourism and accommodation, recreation and recreational activities, tourist experience and other tourism related fields (gastronomy tourism, tourist motivation etc.). Istanbul Gelisim University; Faculty of Economics, Administrative and Social Sciences; Department of Tourism Guidance

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