New Study Unveils Key Factors Influencing Adoption of ChatGPT's Travel Insurance Recommendations

Irvine, CA — March 2025

A recent study conducted by researchers, including faculty from Virscend University, has shed light on the factors that influence travelers' decisions to follow travel insurance recommendations provided by ChatGPT. Published in the International Journal of Consumer Studies, the research offers valuable insights for both the insurance industry and travelers.

The study employed dual-process theory to explore the cognitive and affective elements affecting the attractiveness of ChatGPT's recommendations. Key findings indicate that perceived trust, accuracy, and customization significantly enhance the appeal of ChatGPT's suggestions. Conversely, perceived convenience and security did not show a notable impact on users' perceptions.

On the emotional front, feelings of "coolness" associated with using ChatGPT positively influenced travelers' intentions to adopt its recommendations, while perceptions of "creepiness" deterred them. Notably, the study found that insurance literacy did not moderate the relationship between the attractiveness of ChatGPT's recommendations and the intention to adopt them, suggesting that both knowledgeable and less-informed travelers are similarly influenced by these factors.

Recommendations for the Insurance Industry

Based on the findings, the study offers several recommendations for insurance providers:

Enhance Trust and Accuracy: Focus on delivering reliable and precise information through AI platforms to build user confidence.
Personalize Recommendations: Tailor suggestions to individual traveler profiles to increase relevance and appeal.
Address Emotional Perceptions: Mitigate feelings of "creepiness" by ensuring transparency in AI operations and data usage.

Recommendations for Travelers

Travelers are encouraged to consider the following when using AI-generated travel insurance recommendations:

Verify Information: Cross-check AI-provided suggestions with official sources or consult with insurance professionals to ensure accuracy.
Be Aware of Emotional Biases: Recognize that feelings of "coolness" or "creepiness" can influence decision-making and strive for objective assessment.
Understand AI Limitations: Acknowledge that AI recommendations are based on available data and may not encompass all individual circumstances.

This research provides a deeper understanding of the psychological factors at play in adopting AI-generated advice and aims to guide both industry practices and consumer behaviors in the evolving landscape of travel insurance.

Citation: Herjanto, H., Amin, M., & Cobanoglu, C. (2025). Should I Use ChatGPT Travel Insurance Recommendations? A Dual-Process Theory Perspective. International Journal of Consumer Studies, 49:e70044. https://doi.org/10.1111/ijcs.70044