 Consumers’ reasons and perceived value co-creation of using artificial intelligence-enabled travel service agentsLidija Lalicic and Christian Weismayer Journal of Business Research, 2021, vol. 129, issue C, 891-901 Abstract: This study analyzes the relationship between consumers’ values and their reasons for and against perceived value co-creation as well as their behavioral intentions related to using artificial intelligence (AI)-enabled travel service agents (chatbots). Structual equation modeling (SEM) results mainly support the hypotheses driven by the behavioral reasoning theory (BRT) but presume that one means lead to usage intentions of AI-enabled travel service agents. Given the interdependency and complexity of consumers’ reasoning processes, in addition, fuzzy-set qualitative comparative analysis (fsQCA) is conducted to provide more insight into this unexplored topic presuming multiple different trajectories. The complex solutions of fsQCA indicate that four different combinations sufficiently explain consumers’ intent to use AI-enabled travel service agents. Overall, the findings shed light on a new area of consumer behavior and the acceptance of AI-enabled service encounters. Keywords: Artificial intelligence; Service agents; Perceived co-creation; Structural equation modeling; Fuzzy-set qualitative comparative analysis (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:129:y:2021:i:c:p:891-901 DOI: 10.1016/j.jbusres.2020.11.005 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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