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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
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DOI: 10.1080/02642069.2021.1974406

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

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