Effect of interaction type and social playfulness on AI recommendation adoption
Minjeong Park, Namho Chung, Chulmo Koo · Asia Pacific Journal of Tourism Research · 2025
Generative artificial intelligence (AI) technologies have received ample attention in hotel concierge services to enhance customer interactions, yet the influence of different interface styles on customer behavior has not been sufficiently examined. This paper explores the cognitive and emotional mechanisms underlying generative AI-powered concierge services through the lens of media richness theory (MRT) focusing on the customer – AI agent relationship. Results show that visual-centric interfaces, which promote user participation through visual menus, enhance recommendation adoption. This effect is mediated by social playfulness and responsiveness. Additionally, customers who prioritize rationality display higher recommendation adoption under visual-centric conditions in emoji-present conditions. This paper applies MRT by integrating emotional cues and interface structures into AI service contexts. This paper also provides practical insights by clarifying how interface elements such as chat-based dialogue, visual menus, and emojis can be integrated in engaging concierge services.