Gain or loss? Unveiling the power of framing in chatbot identity disclosure

Purpose This study aims to explore how the use of different message framing strategies (gain framing and loss framing) when disclosing identities by chatbots affects customers’ willingness to use chatbots in the travel and hospitality industry. Design/methodology/approach Through one qualitative study and three experiments, this research investigates the effects of message framing (gain framing vs loss framing) on customers’ intentions to use chatbots. The moderating effects of time pressure and service context on these framing effects are also examined. Findings The research finds that loss framing increases consumers’ intention to use chatbots by raising anticipated regret, while gain framing enhances their intention by reducing perceived threat. The effectiveness of framing strategies varies by time pressure and service contexts. Practical implications This study offers practical guidance for artificial intelligence transparency policy and chatbot design, showing that gain framing or loss framing identity disclosures – when tailored to context – can enhance user acceptance. Originality/value This research shifts from content to presentation in disclosure strategies, introducing the framing effect for chatbot identity disclosure. Furthermore, it proposes a dual-pathway model – anticipated regret and perceived threat – for a comprehensive view of framing effects.