Antecedents of customers' acceptance of artificially intelligent robotic device use in hospitality services. Issue 5 (3rd July 2020)

• Record Type: Journal Article
• Authors: Lin, Hongxia; Chi, Oscar Hengxuan; Gursoy, Dogan
• Is Part Of: Journal of hospitality marketing & management. Volume 29:Issue 5(2020)
• Page Start: 530
• Page End: 549
• Publication Date: 2020-07-03
• Subjects: Artificial intelligence -- artificially intelligent -- hospitality -- service context -- AI robotic devices -- technology acceptance; Hospitality industry -- Marketing -- Periodicals; Leisure industry -- Marketing -- Periodicals; 338.47910688
• DOI: 10.1080/19368623.2020.1685053
• Languages: English
• ISSNs: 1936-8623

Abstract

ABSTRACT: This study examines the antecedents of customers' willingness and objection to use artificially intelligent robotic devices in hospitality services (full-service and limited-service hotels). Drawing on the Artificially Intelligent Device Use Acceptance (AIDUA) theory, this study validates and extends the AIDUA framework in the hospitality service setting. The results point to the applicability of the AIDUA framework, suggesting that hospitality customers' intention to the use of artificially intelligent devices are influenced by social influence, hedonic motivation, anthropomorphism, performance and effort expectancy, and emotions toward the artificially intelligent devices. Findings further suggest that compared to limited-service hotel customers, full-service hotel customers rely less on their social groups when evaluating artificially intelligent robotic devices; their emotions toward the use of artificially intelligent devices are less likely to be influenced by effort expectancy; and their emotions cause less impact on their objection to the use. Theoretical contributions and managerial implications of this study are discussed. Limitations and future study recommendations are provided.