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How live chat assistants drive travel consumers’ attitude, trust and purchase intentions: the role of human touch

Research output: Contribution to journalArticlepeer-review

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How live chat assistants drive travel consumers’ attitude, trust and purchase intentions: the role of human touch. / McLean, Graeme; Osei-Frimpong, Kofi; Wilson, Alan; Pitardi, Valentina.

In: International Journal of Contemporary Hospitality Management, Vol. 32, No. 5, 0, 16.04.2020, p. 1795-1812.

Research output: Contribution to journalArticlepeer-review

Harvard

McLean, G, Osei-Frimpong, K, Wilson, A & Pitardi, V 2020, 'How live chat assistants drive travel consumers’ attitude, trust and purchase intentions: the role of human touch', International Journal of Contemporary Hospitality Management, vol. 32, no. 5, 0, pp. 1795-1812. https://doi.org/10.1108/IJCHM-07-2019-0605

APA

McLean, G., Osei-Frimpong, K., Wilson, A., & Pitardi, V. (2020). How live chat assistants drive travel consumers’ attitude, trust and purchase intentions: the role of human touch. International Journal of Contemporary Hospitality Management, 32(5), 1795-1812. [0]. https://doi.org/10.1108/IJCHM-07-2019-0605

Vancouver

McLean G, Osei-Frimpong K, Wilson A, Pitardi V. How live chat assistants drive travel consumers’ attitude, trust and purchase intentions: the role of human touch. International Journal of Contemporary Hospitality Management. 2020 Apr 16;32(5):1795-1812. 0. https://doi.org/10.1108/IJCHM-07-2019-0605

Author

McLean, Graeme ; Osei-Frimpong, Kofi ; Wilson, Alan ; Pitardi, Valentina. / How live chat assistants drive travel consumers’ attitude, trust and purchase intentions: the role of human touch. In: International Journal of Contemporary Hospitality Management. 2020 ; Vol. 32, No. 5. pp. 1795-1812.

Bibtex

@article{8100abddbfd84d629001e6b2e796b372,
title = "How live chat assistants drive travel consumers{\textquoteright} attitude, trust and purchase intentions: the role of human touch",
abstract = "Purpose - By adopting a Social Presence Theory perspective, the study investigates the influence of perceived usefulness of live chat services and of their unique human attributes on customer attitudes, beliefs and behaviours in the context of online travel shopping.Design/methodology/approach - Based on a cross-sectional survey research involving 8 travel provider websites and 631 travel consumers, this work applies structural equation modelling to analyse the data.Findings - The results illustrate that the perceived usefulness from the communication with a human live chat assistant positively influence customer attitudes and trust towards the website as well as increasing purchase intention. The findings further illustrate the role of the human social cues conveyed by live chat facilities, namely human warmth, human assurance, human attentiveness and human customised content in positively moderating this effect.Research limitations/implications - The study is limited to specific human attributes. Future research could investigate the role of other human characteristics as well as assess the ability of artificial intelligent powered chatbots in replicating the human elements outlined in this research.Originality/value - The study provides a unique contribution to the travel literature by offering empirical insights and conceptual clarity into the usefulness of human operated live chat communication on travellers{\textquoteright} attitudes, trust towards the website and purchase intentions. ",
keywords = "Live chat, social presence, online customer support, online communication, online travel providers",
author = "Graeme McLean and Kofi Osei-Frimpong and Alan Wilson and Valentina Pitardi",
note = "NO EMBARGO - Emerald",
year = "2020",
month = apr,
day = "16",
doi = "10.1108/IJCHM-07-2019-0605",
language = "English",
volume = "32",
pages = "1795--1812",
journal = "International Journal of Contemporary Hospitality Management",
issn = "0959-6119",
publisher = "Emerald Group Publishing Ltd.",
number = "5",

}

RIS

TY - JOUR

T1 - How live chat assistants drive travel consumers’ attitude, trust and purchase intentions: the role of human touch

AU - McLean, Graeme

AU - Osei-Frimpong, Kofi

AU - Wilson, Alan

AU - Pitardi, Valentina

N1 - NO EMBARGO - Emerald

PY - 2020/4/16

Y1 - 2020/4/16

N2 - Purpose - By adopting a Social Presence Theory perspective, the study investigates the influence of perceived usefulness of live chat services and of their unique human attributes on customer attitudes, beliefs and behaviours in the context of online travel shopping.Design/methodology/approach - Based on a cross-sectional survey research involving 8 travel provider websites and 631 travel consumers, this work applies structural equation modelling to analyse the data.Findings - The results illustrate that the perceived usefulness from the communication with a human live chat assistant positively influence customer attitudes and trust towards the website as well as increasing purchase intention. The findings further illustrate the role of the human social cues conveyed by live chat facilities, namely human warmth, human assurance, human attentiveness and human customised content in positively moderating this effect.Research limitations/implications - The study is limited to specific human attributes. Future research could investigate the role of other human characteristics as well as assess the ability of artificial intelligent powered chatbots in replicating the human elements outlined in this research.Originality/value - The study provides a unique contribution to the travel literature by offering empirical insights and conceptual clarity into the usefulness of human operated live chat communication on travellers’ attitudes, trust towards the website and purchase intentions.

AB - Purpose - By adopting a Social Presence Theory perspective, the study investigates the influence of perceived usefulness of live chat services and of their unique human attributes on customer attitudes, beliefs and behaviours in the context of online travel shopping.Design/methodology/approach - Based on a cross-sectional survey research involving 8 travel provider websites and 631 travel consumers, this work applies structural equation modelling to analyse the data.Findings - The results illustrate that the perceived usefulness from the communication with a human live chat assistant positively influence customer attitudes and trust towards the website as well as increasing purchase intention. The findings further illustrate the role of the human social cues conveyed by live chat facilities, namely human warmth, human assurance, human attentiveness and human customised content in positively moderating this effect.Research limitations/implications - The study is limited to specific human attributes. Future research could investigate the role of other human characteristics as well as assess the ability of artificial intelligent powered chatbots in replicating the human elements outlined in this research.Originality/value - The study provides a unique contribution to the travel literature by offering empirical insights and conceptual clarity into the usefulness of human operated live chat communication on travellers’ attitudes, trust towards the website and purchase intentions.

KW - Live chat

KW - social presence

KW - online customer support

KW - online communication

KW - online travel providers

U2 - 10.1108/IJCHM-07-2019-0605

DO - 10.1108/IJCHM-07-2019-0605

M3 - Article

VL - 32

SP - 1795

EP - 1812

JO - International Journal of Contemporary Hospitality Management

JF - International Journal of Contemporary Hospitality Management

SN - 0959-6119

IS - 5

M1 - 0

ER -

ID: 19707038