题名

誰愛看AI翻譯評論？調節焦點與解釋水平理論之觀點

并列篇名

Who Loves AI Translated Reviews - Perspectives from Regulatory Focus Theory and Construal Level Theory

DOI

10.6267/JTLS.202304_29(1).0004

作者

方正璽(Cheng-Hsi Fang)；楊閔涵(Min-Han Yang)；林孟彥(Tom M.Y. Lin)

关键词

調節焦點 ； 解釋水平理論 ； 網路評論 ； 餐廳評論 ； AI翻譯評論 ； regulatory focus theory ； construal level theory ； online reviews ； restaurant reviews ； AI translated reviews

期刊名称

觀光休閒學報

卷期/出版年月

29卷1期（2023 / 04 / 01）

页次

95 - 124

内容语文

繁體中文;英文
中文摘要

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。
英文摘要

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.
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
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