A double-edged sword: how technology-mediated risk shapes customer engagement in AI-driven tourism decision-making

Abstract

Drawing on transactional theory of stress, this study develops a dual-pathway framework to explain how such risk shapes customer engagement intention through challenge and hindrance appraisals. Evidence from two scenario-based experiments and a field survey shows that technology-mediated risk functions as a double-edged stressor: challenge appraisal enhances engagement via psychological empowerment, whereas hindrance appraisal reduces engagement via psychological reactance. Furthermore, technology attachment moderates these effects by amplifying the challenge pathway and attenuating the hindrance pathway. This study advances theory on digital tourism decision-making and offers actionable guidance for designing AI-enabled services that sustain customer engagement.