Managing Consumer Confusion in Online Tourism: The Impact of AI on Decision Postponement
DOI:
https://doi.org/10.48165/pjhas.2025.11.2.2Keywords:
Consumer confusion, decision postponement, artificial intelligence, destination choice, information and communication technologyAbstract
Background: Tourism companies are available online with abundant choices which lead to consumer’s confusion. Objective: The study aims to understand and analyse the impact of consumer confusion leading to decision postponement with role of artificial influence using stimulus organism response [SOR] model. Methodology: Mixed method research with both qualitative and quantitative approach has been performed and analysis is carried out using SPSS 27 for factor analysis and Smart PLS 4 for measurement and path analysis. A total of 284 self-filled questionnaire responses were used for examining the consumer confusion. Results: Through stimulus organism response model; the antecedents, consequences, mediators, moderators and the application of constructs in various contexts have been reported. A framework along with the questions and scope for the future research has been proposed. Conclusion: The study enlightened on how AI lead travel sites and websites offer similar packages to the consumers with minimal to no differences driving to confusion, creating difficulty in adapting the destination choice which in turn leads to decision postponement. This study provides insightful information and awareness for travel/tourism companies, tourists and academicians on how confusion affects decision making.
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