Trust or Convenience: Which is More Correlated to Continuous Usage of Chatbot Applications in the Travel Trade Industry?

Abstract

Chatbot applications have benefited not only individual users but also corporate users, such as travel trade specialists. This research examined the unique characteristics of chatbot applications and the ongoing adoption of chatbots by travel agencies that provide airline-related services in the Philippines. Applying the Theory of Reasoned Action, this study evaluated respondents' perceptions of how chatbot applications addressed aspects of trust and convenience. This addressed the empirical research gap on the use of trust and ubiquity as correlates of continuous use of chatbot applications, as well as the scope gap by analysing the perceptions of travel trade specialists, which is innovative given that previous studies focused on individual customers as end-users of chatbot applications. Using survey research among travel trade specialists, the study revealed that either chatbot trust or chatbot ubiquity correlates with continuous usage. The study found that travel trade companies are more likely to use chatbots continuously when they have higher levels of trust and perceive chatbots as ubiquitous. Specifically, trust in chatbots strongly influences the intention to use them consistently, as these companies rely on them to manage risks across their business processes. While both trust and ubiquity play significant roles in chatbot adoption, developers should recognize that travel trade companies prioritize trust when embracing technological applications like chatbots.