Jungkeun Kim

Abstract When do consumers trust artificial intelligence (AI)? With the rapid adoption of AI technology in the field of marketing, it is crucial to understand how consumer adoption of the information generated by AI can be improved. This study explores a novel relationship between number presentation details associated with AI and consumers' behavioral and evaluative responses toward AI. We theorized that consumer trust would mediate the preciseness effect on consumer judgment and evaluation of the information provided by AI. The results of five studies demonstrated that the use of a precise (vs. imprecise) information format leads to higher evaluations and behavioral intentions. We also show mediational evidence indicating that the effect of number preciseness is mediated by consumer trust (Studies 2, 4, and 5). We further show that the preciseness effect is moderated by the accuracy of AI‐generated information (Study 3) and the objective product quality of the recommended products (Study 4). This study provides theoretical implications to the AI acceptance literature, the information processing literature, the consumer trust literature, and the decision‐making literature. Moreover, this study makes practical implications for marketers of AI businesses including those who strategically use AI‐generated information.

Although research on the category of metaverse attributes has expanded, the notion of metaverse tourism has yet to be identified in the tourism context. This research note suggests four propositions of metaverse tourism. First, the core technologies of metaverse tourism will lead to a new level of immersive experiences. Second, metaverse tourists can develop more realistic expectations in the pre-trip stage. Third, researchers should consider metaverse tourist’s multi-identification profiles. Lastly, metaverse tourism offers the new business model of a creative economy. As such, the research note suggests that tourism researchers begin to understand the metaverse tourism ecosystem and investigate the metaverse tourism experience of the pre-, during-, and post-travel stages to create precise research ideas.