Thuyết phục bằng thuật toán AI trong du lịch: Khám phá vai trò của quyền riêng tư và chất lượng thông tin khi lập kế hoạch du lịch bền vững
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này tìm hiểu cơ chế tác động của sự thuyết phục bằng thuật toán Trí tuệ nhân tạo (AI) đối với ý định áp dụng các khuyến nghị du lịch xanh của thế hệ Gen Z, nhằm giải quyết khoảng trống nghiên cứu về sự đánh đổi giữa lợi ích cá nhân hóa và rủi ro quyền riêng tư. Dựa trên việc tích hợp mô hình Kích thích - Quá trình - Phản hồi (S-O-R) và Thuyết Cú hích (Nudge Theory), bài viết sử dụng phương pháp định lượng thông qua khảo sát trực tuyến với 321 Gen Z tại Việt Nam có sử dụng chatbot AI để tìm kiếm các gợi ý du lịch, sử dụng phương pháp chọn mẫu phi xác suất có chủ đích. Phân tích thông qua PLS-SEM cho thấy cả ba yếu tố AI là đạo đức, độ chính xác và cá nhân hóa đều có tác động tích cực đến chất lượng thông tin cảm nhận và nhận thức về quyền riêng tư, trong đó cá nhân hóa có sức ảnh hưởng mạnh nhất. Hai trạng thái nhận thức này đóng vai trò trung gian then chốt thúc đẩy ý định áp dụng các khuyến nghị du lịch xanh (R² = 0,510, PIQ là nhân tố trung gian tác động mạnh nhất, β = 0,489). Kết quả gợi ý rằng việc vận dụng "cú hích kỹ thuật số" cung cấp bằng chứng về nghịch lý quyền riêng tư ở giới trẻ: dữ liệu cho thấy họ sẵn sàng chia sẻ dữ liệu cá nhân nếu thuật toán cung cấp giá trị cá nhân hóa vượt trội và minh bạch. Từ kết quả này, bài viết khuyến nghị các nhà quản lý nền tảng cần tối ưu hóa thuật toán thành cú hích nhận thức thân thiện môi trường (eco-cognitive nudge), đồng thời thiết lập sự cân bằng giữa tính năng cá nhân hóa thời gian thực và việc áp dụng nguyên tắc thiết kế bảo mật.
Abstract
This study explores the mechanism through which artificial intelligence (AI) algorithmic persuasion influences the intention to adopt green travel recommendations among Generation Z, addressing the research gap regarding the trade-off between personalization utility and privacy risks. Integrating the Stimulus-Organism-Response (S-O-R) framework and Nudge Theory, the research employs a quantitative approach using an online survey of 321 Generation Z users in Vietnam who have used AI chatbots to search for travel suggestions, with purposive non-probability sampling. Analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM), the results reveal that ethical AI practices, accuracy, and personalization all positively affect perceived information quality and perceived privacy. Notably, personalization exerts the strongest impact. These two cognitive states act as crucial mediators that directly promote the intention to adopt green travel recommendations (R² = 0,510, PIQ as the strongest mediator, β = 0,489). The study's novelty lies in utilizing digital nudges to provide evidence of the privacy paradox among youth, with data showing their willingness to share personal data if the algorithm provides superior and transparent personalization value. Based on these findings, the study recommends that platform managers optimize algorithms as eco-cognitive nudges while establishing a balance between real-time personalization features and the strict application of Privacy by Design principle.
Từ khóa
Cá nhân hóa; Du lịch bền vững; Quyền riêng tư; Thuyết phục bằng thuật toán; Trí tuệ nhân tạo
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
L83 - Sports • Gambling • Restaurants • Recreation • Tourism - Industry Studies: Services, M31 - Marketing - Marketing and Advertising, O33 - Technological Change: Choices and Consequences • Diffusion Processes - Innovation • Research and Development • Technological Change • Intellectual Property Rights
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