Unveiling the factors shaping consumer acceptance of AI assistant services in the hotel industry: a behavioral reasoning perspective

Md Tarikul Islam and Erhua Zhou
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Md Tarikul Islam: Huazhong University of Science and Technology
Erhua Zhou: School of Management, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan 430074, People’s Republic of China

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 9, 99-112

Abstract: Technological advancements in automation, artificial intelligence (AI), and robotics have completely changed the service industries, including the hospitality sector. This study aims to investigate the fundamental elements that impact the acceptance (or rejection) of artificial intelligence assistants' services. This research employed semi-structured interviews to gather insights from both individuals who use AI services in hotels and those who do not. Based on Behavioral Reasoning Theory, this study is empirically tested by interviews with intended respondents. This study examines the "reasons for" and "reasons against" using AI assistant services in the hotel. Technology anxiety, privacy concern, prior experience, and task complexity are "reasons against," while performance expectancy, effort expectancy, social influence, facilitating conditions, humanness, social presence, perceived interaction enjoyment, cuteness, and trust are "reasons for." This study found that "reasons against" negatively affect attitude and adoption intention, while "reasons for" positively affect them. Behavioral Reasoning Theory is used for the first time to evaluate Bangladeshi hotel consumers' AI service assistant adoption intentions. As a new technology, AI assistants provide a better understanding of user usage. Furthermore, this study offers essential facts regarding the utilization of technology in the hospitality sector. Key Words:Artificial intelligence assistant, Behavioral reasoning theory, Adoption, Hospitality sector

Date: 2023
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