Artificial intelligence acceptance in services: connecting with Generation Z

Vanja Vitezić () and Marko Perić

The Service Industries Journal, 2021, vol. 41, issue 13-14, 926-946

Abstract: This paper aims to examine willingness to accept artificial intelligence (AI) devices, focusing on the so-called Gen Z population. This study presumes that specific knowledge of a business process is important for AI adoption in hospitality services. A research model, grounded in the artificially intelligent device use acceptance (AIDUA) framework, used data collected from 786 respondents. The model was tested using PLS-SEM methodology. The modified framework was supported by Gen Z, with hedonic motivation having the greatest effect on Gen Z members’ emotions and their willingness to use AI devices in hospitality. The frequency of smartphone usage played a significant moderating role between the perceived effort of AI usage and emotions. This study helps AI designers and business managers when designing and implementing AI devices in a hospitality environment. Based on this study’s findings, policymakers and educational institutions can try to advance their curricula, emphasizing the importance of new technologies.

Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
http://hdl.handle.net/10.1080/02642069.2021.1974406 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:41:y:2021:i:13-14:p:926-946

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FSIJ20

DOI: 10.1080/02642069.2021.1974406

Access Statistics for this article

The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

More articles in The Service Industries Journal from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().