AI-generated recommendations: roles of language style, perceived AI human-likeness, and recommendation agent

Tae Hyun  Baek; Hyoje Kim; Jungkeun Kim

doi:10.1016/j.ijhm.2025.104106

AI-generated recommendations: roles of language style, perceived AI human-likeness, and recommendation agent

Tae Hyun Baek, Hyoje Kim, Jungkeun Kim^*

^*Corresponding author for this work

Marketing

Research output: Contribution to journal › Article › peer-review

2 Citations (Scopus)

4 Downloads (Pure)

Abstract

This research investigated the impact of linguistic styles on the acceptance of artificial intelligence (AI)-generated recommendations, using three experiments. Specifically, we considered the use of figurative versus literal language in ChatGPT. The findings of Study 1 indicated that figurative language positively affects visit intention, with imagery vividness serving as a mediator in the underlying process. Study 2 revealed that the effect of figurative language on ChatGPT recommendations was stronger for those who perceived the AI as human-like. Conversely, Study 3 showed that while the figurative language used by ChatGPT significantly boosted visit intention compared with literal language, this enhancement was less pronounced when recommendations were made by a human agent.

Original language	English
Article number	104106
Number of pages	13
Journal	International Journal of Hospitality Management
Volume	126
Early online date	18 Jan 2025
DOIs	https://doi.org/10.1016/j.ijhm.2025.104106
Publication status	Published - 1 Apr 2025

Funding

This paper was supported by SKKU Academic Research Support Program, Sungkyunkwan University, 2024.

Keywords

figurative language
generative AI
ChatGPT
travel destination recommendations
AI human-likeness
recommendation agent

Access to Document

10.1016/j.ijhm.2025.104106

Baek-etal-IJHM-2025-AI-generated-recommendationsAccepted author manuscript, 1.45 MBLicence: CC BY 4.0

Cite this

@article{56438a738e574879ab390ee475042752,

title = "AI-generated recommendations: roles of language style, perceived AI human-likeness, and recommendation agent",

abstract = "This research investigated the impact of linguistic styles on the acceptance of artificial intelligence (AI)-generated recommendations, using three experiments. Specifically, we considered the use of figurative versus literal language in ChatGPT. The findings of Study 1 indicated that figurative language positively affects visit intention, with imagery vividness serving as a mediator in the underlying process. Study 2 revealed that the effect of figurative language on ChatGPT recommendations was stronger for those who perceived the AI as human-like. Conversely, Study 3 showed that while the figurative language used by ChatGPT significantly boosted visit intention compared with literal language, this enhancement was less pronounced when recommendations were made by a human agent.",

keywords = "figurative language, generative AI, ChatGPT, travel destination recommendations, AI human-likeness, recommendation agent",

author = "Baek, {Tae Hyun} and Hyoje Kim and Jungkeun Kim",

year = "2025",

month = apr,

day = "1",

doi = "10.1016/j.ijhm.2025.104106",

language = "English",

volume = "126",

journal = "International Journal of Hospitality Management",

issn = "0278-4319",

publisher = "Elsevier Limited",

}

TY - JOUR

T1 - AI-generated recommendations

T2 - roles of language style, perceived AI human-likeness, and recommendation agent

AU - Baek, Tae Hyun

AU - Kim, Hyoje

AU - Kim, Jungkeun

PY - 2025/4/1

Y1 - 2025/4/1

N2 - This research investigated the impact of linguistic styles on the acceptance of artificial intelligence (AI)-generated recommendations, using three experiments. Specifically, we considered the use of figurative versus literal language in ChatGPT. The findings of Study 1 indicated that figurative language positively affects visit intention, with imagery vividness serving as a mediator in the underlying process. Study 2 revealed that the effect of figurative language on ChatGPT recommendations was stronger for those who perceived the AI as human-like. Conversely, Study 3 showed that while the figurative language used by ChatGPT significantly boosted visit intention compared with literal language, this enhancement was less pronounced when recommendations were made by a human agent.

AB - This research investigated the impact of linguistic styles on the acceptance of artificial intelligence (AI)-generated recommendations, using three experiments. Specifically, we considered the use of figurative versus literal language in ChatGPT. The findings of Study 1 indicated that figurative language positively affects visit intention, with imagery vividness serving as a mediator in the underlying process. Study 2 revealed that the effect of figurative language on ChatGPT recommendations was stronger for those who perceived the AI as human-like. Conversely, Study 3 showed that while the figurative language used by ChatGPT significantly boosted visit intention compared with literal language, this enhancement was less pronounced when recommendations were made by a human agent.

KW - figurative language

KW - generative AI

KW - ChatGPT

KW - travel destination recommendations

KW - AI human-likeness

KW - recommendation agent

U2 - 10.1016/j.ijhm.2025.104106

DO - 10.1016/j.ijhm.2025.104106

M3 - Article

SN - 0278-4319

VL - 126

JO - International Journal of Hospitality Management

JF - International Journal of Hospitality Management

M1 - 104106

ER -

AI-generated recommendations: roles of language style, perceived AI human-likeness, and recommendation agent

Abstract

Funding

Keywords

Access to Document

Fingerprint

Cite this