Park Young Eun, Son Hyunsang
Department of Public Relations and Advertising, Sookmyung Women's University, Seoul, South Korea.
Department of Marketing, Information, and Decision Sciences, Anderson School of Management, University of New Mexico, Albuquerque, New Mexico, United States of America.
PLoS One. 2025 Mar 19;20(3):e0318719. doi: 10.1371/journal.pone.0318719. eCollection 2025.
This research investigates the effects of recommender type (AI versus crowdsourcing versus travel expert) and consumption goal (utilitarian versus hedonic) on consumer responses to travel destination recommendation email advertisements. Across two experiments, findings reveal that consumers held the most favorable attitude toward email advertisements featuring travel expert recommendations compared to crowdsourced or AI-generated suggestions. Notably, this study highlights the moderating role of consumption goal type (utilitarian vs. hedonic) in shaping attitudes toward the recommendation source. Specifically, consumers preferred ads featuring AI-generated recommendations for utilitarian travel goals (e.g., business trips), while for hedonic travel goals (e.g., romantic getaways), they favored ads with crowdsourced suggestions. Through serial mediation (Study 1) and moderated serial mediation (Study 2), this research further elucidates the underlying psychological mechanisms driving these effects.
本研究调查了推荐类型（人工智能与众包与旅游专家）和消费目标（功利性与享乐性）对消费者对旅游目的地推荐电子邮件广告的反应的影响。在两项实验中，研究结果表明，与众包或人工智能生成的建议相比，消费者对以旅游专家推荐为特色的电子邮件广告持最积极的态度。值得注意的是，本研究强调了消费目标类型（功利性与享乐性）在塑造对推荐来源的态度方面的调节作用。具体而言，消费者更喜欢以人工智能生成的推荐为特色的广告用于功利性旅游目标（如商务旅行），而对于享乐性旅游目标（如浪漫度假），他们更喜欢以众包建议为特色的广告。通过系列中介（研究1）和调节系列中介（研究2），本研究进一步阐明了驱动这些影响的潜在心理机制。
