Artificial intelligence acceptance in services: connecting with Generation Z. Issue 13 (26th October 2021)

• Record Type: Journal Article
• Authors: Vitezić, Vanja; Perić, Marko
• Is Part Of: Service industries journal. Volume 41:Issue 13/14(2021)
• Page Start: 926
• Page End: 946
• Publication Date: 2021-10-26
• Subjects: Artificial intelligence -- Gen Z -- smartphones -- hospitality services; Service industries -- Periodicals; Service industries -- Great Britain -- Periodicals; 338.4
• DOI: 10.1080/02642069.2021.1974406
• Languages: English
• ISSNs: 0264-2069

Abstract

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.