Effects of contemporary technologies, such as blockchain and artificial intelligence (AI) in enhancing consumers’ trustworthiness of online reviews

ABSTRACTThe research note discusses the potential effects of contemporary technologies, such as blockchain and artificial intelligence (AI), in enhancing consumers' trustworthiness of online reviews in the tourism and hospitality context. The study postulates that three characteristics of blockchain – decentralization, immutability, and timestamping – ensure transparency in the online review process. Using a socio-technical systems approach, the current study provides insights into how blockchain technology, AI agents, and human factors interact to facilitate such transparency and thereby enhance consumers' trustworthiness of online reviews for their decision-making. Therefore, the study proposes that perceived transparency mediates the relationship between these three blockchain characteristics and the trustworthiness of online reviews. In proposing an investigation of the characteristics of blockchain and its interaction with AI in online reviews, the study highlights that researchers and practitioners pay attention to a specific characteristic of contemporary technologies to actualize potential benefits.该研究报告讨论了区块链和人工智能等当代技术在旅游和酒店业背景下提高消费者在线评论可信度的潜在影响. 该研究假设区块链的三个特征——去中心化、不变性和时间戳——确保了在线审查过程的透明度. 目前的研究采用社会技术系统的方法,深入了解区块链技术、人工智能代理和人为因素如何相互作用,以促进这种透明度,从而提高消费者对在线评论决策的可信度. 因此,该研究提出,感知透明度介导了这三个区块链特征与在线评论可信度之间的关系. 该研究建议对区块链的特征及其与人工智能在在线评论中的互动进行调查,强调研究人员和从业者关注当代技术的一个特定特征,以实现潜在利益.KEYWORDS: Blockchainartificial intelligenceonline reviewtrustworthinesstransparencysocio-technical system Disclosure statementNo potential conflict of interest was reported by the author(s).