Humor type and service context shape AI service recovery

Juan Liu and Xing'an Xu

Annals of Tourism Research, 2023, vol. 103, issue C

Abstract: While artificial intelligence (AI) service failure is inevitable in tourism and hospitality, scholarly attention to it is limited. This study investigated how the type of humor (self-deprecating or self-enhancing) that AI agents adopt interacted with the service context (hedonic-dominant or utilitarian-dominant) in influencing customers' intentions to continue using AI devices. Findings indicate that in hedonic-dominant service contexts, self-deprecating and self-enhancing humor increase continuous usage intention; in utilitarian-dominant service contexts, only self-deprecating humor boosts continuous usage intention. Results also reveal the mediating roles of positive emotion and inferred negative motives along with the moderating effect of anthropomorphism. This study enriches theories on AI service recovery and offers tourism firms suggestions on how to use humor to resolve AI service failures.

Keywords: AI service recovery; Humor type; Service context; Continuous usage intention (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:103:y:2023:i:c:s016073832300141x

DOI: 10.1016/j.annals.2023.103668

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