User-centric design experience or privacy risk perception? The dual pathways of tourism platform’s AI capability to perceived user value

According to the theory of data network effect, this study investigates the dual-pathway impact mechanism of a platform's artificial intelligence (AI) capability on the users' perceived value of tourism platforms through experienced user-centric design and perceived private privacy. A sample of 220 users from tourism platforms were surveyed using a two-wave survey method to test the hypotheses. The results indicate that the AI capability of a platform positively influenced perceived user value through experienced user-centric design, while negatively affecting perceived user value through perceived privacy risk. Additionally, the findings suggest that data stewardship strengthens the relationship between AI capability and experienced user-centric design. Unexpectedly, data stewardship also strengthens the relationship between AI capability and perceived privacy risk. We also discussed the theoretical and practical implications of the findings on the dual-pathway effect of platforms' AI capability, as well as suggestions for future research.