誰愛看AI翻譯評論？調節焦點與解釋水平理論之觀點

AI自動翻譯已經是旅遊網站廣泛運用的技術，尤其許多餐飲旅宿的評論平台都已將自動翻譯設為預設選項。旅客在瀏覽餐廳評論時，可能同時看到本國人與外國人的評論。本研究透過兩個實驗分別從個人特質與情境因素說明人們如何利用AI翻譯評論。實驗一發現當出國旅遊時，具有促進焦點特質之旅客更願意嘗試冒險及體驗異國文化，故偏好AI翻譯評論；預防焦點的旅客則比較偏好本國人評論，因為口味相近。實驗二從解釋水平理論來觀察，結果發現當規劃旅行的時間為較遙遠的未來時（一年後），會更偏好社會距離較遠的AI翻譯評論，若旅遊決策的時間為當下，則更偏好本國人的評論。本研究呈現AI翻譯評論影響之早期實證，在學術上與實務上皆有重要意涵。

關鍵字

調節焦點；解釋水平理論；網路評論；餐廳評論； AI翻譯評論

並列摘要

AI auto-translation technology has been widely used for a long time, especially in many restaurants and on hotel review platforms, where auto-translation is a default option. When browsing restaurant reviews, tourists may see reviews written by both locals and foreigners, especially when traveling abroad. In this study, two experiments were conducted to demonstrate how people use AI-translated reviews, based on personal characteristics and situational factors respectively. Experiment 1 revealed that when traveling abroad, travelers with promotion-focus orientation preferred AI-translated reviews because they were more willing to try out adventures and experience foreign cultures, while travelers with prevention-focus orientation preferred native reviews because they had similar tastes to each other. Experiment 2 adopted the construal level theory and found that when planning a trip in the distant future (one year from now), travelers preferred AI-translated reviews that were more socially distant, while travelers preferred native reviews if the time of the trip was closer. By demonstrating early findings of AI-translated reviews, this study has important implications for academic theory and practice.

並列關鍵字

regulatory focus theory ； construal level theory ； online reviews ； restaurant reviews ； AI translated reviews

參考文獻

方正璽、李佳羚、林孟彥 (2022)。分數重要還是人氣重要？自我建構對消費者觀看餐廳評論線索之影響。觀光休閒學報，28(1)，99-129。https://doi.org/10.6267/JTLS.202204_28(1).0004【Fang, C. H., Li, J. L., & Lin, T. M. (2022). What@@$$s more important: reviews volume or rating? The effect of self-construals on consumers@@$$ viewing of restaurant review cues. Journal of Tourism and Leisure Studies, 28(1), 99-129. https://doi.org/10.6267/JTLS.202204_28(1).0004】

周軒逸、練乃華 (2010)。旅遊廣告圖文比例的廣告效果研究：時間和空間距離之干擾。戶外遊憩研究，23(1)，27-52。https://doi.org/10.6130/JORS.2010.23(1)2【Chou, H. Y., & Lien, N. H. (2010). Effects of picture/text ratio in travel advertising: the moderation of temporal and spatial distances. Journal of Outdoor Recreation Study, 23(1), 27-52. https://doi.org/10.6130/JORS.2010.23(1)2】

Aaker, J. L., & Lee, A. Y. (2001). “I” seek pleasures and “we” avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28(1), 33-49. https://doi.org/10.1086/321946

Al-Maroof, R. S., Salloum, S. A., AlHamadand, A. Q. M., & Shaalan, K. (2020). Understanding an extension technology acceptance model of google translation: A multi-cultural study in United Arab Emirates. International Journal of Interactive Mobile Technologies, 14(3). 157-178. https://doi.org/10.3991/ijim.v14i03.11110

Buzova, D., Sanz-Blas, S., & Cervera-Taulet, A. (2019). Does culture affect sentiments expressed in cruise tours’ eWOM? The Service Industries Journal, 39(2), 154-173. https://doi.org/10.1080/02642069.2018.1476497

主題瀏覽