Echoes of Innovation: Exploring the Use of Voice Assistants to Boost Hotel Reputation
Internet platforms and self-media have become vital online communities for promoting positive reputations for hotels. Previous studies have primarily focused on enhancing positive electronic word-of-mouth (eWOM) through improvements in hotel infrastructure and staff services. As hotels deepen their...
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| Language: | English |
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MDPI AG
2025-03-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/1/46 |
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| author | Fang Yang Tianyu Ying Xuling Liu |
| author_facet | Fang Yang Tianyu Ying Xuling Liu |
| author_sort | Fang Yang |
| collection | DOAJ |
| description | Internet platforms and self-media have become vital online communities for promoting positive reputations for hotels. Previous studies have primarily focused on enhancing positive electronic word-of-mouth (eWOM) through improvements in hotel infrastructure and staff services. As hotels deepen their digital transformation, the application of various artificial intelligence technologies in hotel service encounters significantly impacts the service experience. This study explores the effects of voice assistant (VA) attributes on the online reputation of hotels. Specifically, it examines how the attributes of VAs (anytime connectivity, information association, and interactivity) influence positive customer evaluations in hotels. Utilizing a questionnaire survey method, we collected 529 valid questionnaires offline and employed structural equation modeling along with the PROCESS plugin in SPSS to conduct path analysis, as well as mediation and moderation effect analyses. The results indicate that perceived value and the existence of human–AI rapport mediate the impact of VA attributes on positive eWOM, although the direct effect of some attributes (information association) was not supported. Furthermore, anytime connectivity enhances the influence on human–AI rapport through social presence, while privacy concerns negatively affect the relationship between perceived value and intentions to engage in eWOM. These insights are critical for hotels seeking to maximize the benefits of digital transformation. |
| format | Article |
| id | doaj-art-efebbb9a2214493ca14dcbce0a19702f |
| institution | Kabale University |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-efebbb9a2214493ca14dcbce0a19702f2025-08-20T03:43:39ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-03-012014610.3390/jtaer20010046Echoes of Innovation: Exploring the Use of Voice Assistants to Boost Hotel ReputationFang Yang0Tianyu Ying1Xuling Liu2School of Management, Zhejiang University, Hangzhou 310058, ChinaSchool of Management, Zhejiang University, Hangzhou 310058, ChinaCollege of Tourism, Xinjiang University of Finance and Economics, Urumqi 830000, ChinaInternet platforms and self-media have become vital online communities for promoting positive reputations for hotels. Previous studies have primarily focused on enhancing positive electronic word-of-mouth (eWOM) through improvements in hotel infrastructure and staff services. As hotels deepen their digital transformation, the application of various artificial intelligence technologies in hotel service encounters significantly impacts the service experience. This study explores the effects of voice assistant (VA) attributes on the online reputation of hotels. Specifically, it examines how the attributes of VAs (anytime connectivity, information association, and interactivity) influence positive customer evaluations in hotels. Utilizing a questionnaire survey method, we collected 529 valid questionnaires offline and employed structural equation modeling along with the PROCESS plugin in SPSS to conduct path analysis, as well as mediation and moderation effect analyses. The results indicate that perceived value and the existence of human–AI rapport mediate the impact of VA attributes on positive eWOM, although the direct effect of some attributes (information association) was not supported. Furthermore, anytime connectivity enhances the influence on human–AI rapport through social presence, while privacy concerns negatively affect the relationship between perceived value and intentions to engage in eWOM. These insights are critical for hotels seeking to maximize the benefits of digital transformation.https://www.mdpi.com/0718-1876/20/1/46voice assistanteWOMhuman–AI rapportprivacy concernsAI attribute |
| spellingShingle | Fang Yang Tianyu Ying Xuling Liu Echoes of Innovation: Exploring the Use of Voice Assistants to Boost Hotel Reputation Journal of Theoretical and Applied Electronic Commerce Research voice assistant eWOM human–AI rapport privacy concerns AI attribute |
| title | Echoes of Innovation: Exploring the Use of Voice Assistants to Boost Hotel Reputation |
| title_full | Echoes of Innovation: Exploring the Use of Voice Assistants to Boost Hotel Reputation |
| title_fullStr | Echoes of Innovation: Exploring the Use of Voice Assistants to Boost Hotel Reputation |
| title_full_unstemmed | Echoes of Innovation: Exploring the Use of Voice Assistants to Boost Hotel Reputation |
| title_short | Echoes of Innovation: Exploring the Use of Voice Assistants to Boost Hotel Reputation |
| title_sort | echoes of innovation exploring the use of voice assistants to boost hotel reputation |
| topic | voice assistant eWOM human–AI rapport privacy concerns AI attribute |
| url | https://www.mdpi.com/0718-1876/20/1/46 |
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