The Effects of Perceived Usefulness, Perceived Ease of Use, and Perceived Enjoy ment on Trust, Satisfaction, and Usage Intention in Tourism Chatbots: The Mode rating Role of Anthropomorphism

Purpose - This study examined how chatbot characteristics affect trust, satisfaction, and usage intention in tourism, while also assessing the moderating role of perceived anthropomorphism.Design, data, and methodology -A research model was developed based on the Extended Technology Acceptance Model. Survey data were collected from 313 tourism chatbot users and analyzed using exploratory factor analysis, multiple regression analysis, and PROCESS Macron (model 1)Result - Perceived usefulness and perceived enjoyment positively affected trust, whereas perceived ease of use did not. Trust positively influenced satisfaction and usage intention. Perceived Anthropomorphism significantly and negatively moderated both the usefulness-tr ust and ease of use-trust relationships, supporting H6 and H7. These findings indicate that higher anthropomorphism weakens the trust-building power of functional chatbot attributes.Conclusions - This study confirmed the importance of trust in tourism chatbot acceptance and provides implications for AI chatbot design and management.