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Journal of Theoretical and Applied Electronic Commerce Research
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Journal of Theoretical and Applied Electronic Commerce Research, Volume 21, Issue 6

2026 June - 1 articles

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Articles (1)

  • Article
  • Open Access
19 Pages
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Are You Ready for Human-like AI Service Agents: Consumers’ Willingness to Use Substitute Versus Assist AI on OTA Platforms

  • Wenqiu Guo,
  • Yenchen Liu,
  • Banggang Wu and
  • Xiaoyu Deng
J. Theor. Appl. Electron. Commer. Res.2026, 21(6), 160;https://doi.org/10.3390/jtaer21060160

22 May 2026

With the rapid development of Artificial Intelligence (AI) technology, human-like AI service agents have been increasingly applied in service marketing. Online travel agency (OTA) platforms provide an important application context for such service ag...

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J. Theor. Appl. Electron. Commer. Res. - ISSN 0718-1876
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