Consumer Behaviour on AI Applications for Services: Measuring the Impact of Value-Based Adoption Model on Luxurious AI Resorts’ Applications

• Published in: Review of marketing science 2024-10, Vol.22 (1), p.57-85
• Main Authors: Skandali, Dimitra, Magoutas, Anastasios, Tsourvakas, Georgios
• Format: Article
• Language: English
• Subjects: artificially intelligent luxury resort applications; perceived value; willingness to accept; willingness to pay
• ISSN: 1546-5616; 1546-5616
• DOI: 10.1515/roms-2023-0099

Focussing on consumer behaviour analysis derived from the changes in Information and Communications Technology (ICT), the purpose of this study is to analyse the primary content factors that influence consumers’ attitudes and behavioural intentions in the hospitality industry. The present study is the first to investigate how benefits (happiness and perceived immersion) and sacrifices (trust and changes in habits) can predict consumers’ attitudes of acceptance and willingness to pay for artificially intelligent (AI) luxurious resort applications (apps). The researchers employed structural equation modelling to analyse the relationship between technology adoption and specific factors that influence customers’ perceived value in the hospitality industry. The research aims to expand on the theory of the Value Adoption Model (VAM). Based on the findings, AI-powered apps for high-end resorts have a tendency to boost tourists’ confidence and willingness to use and pay for these apps, as well as increase their perceived value. Happiness has an impact on behavioural intentions, while perceived immersion and changes in habits influence the outcomes related to intentions to ultimately accept and purchase them. The findings can benefit both ICT and the hospitality industry. Managers in the ICT industry should collaborate with researchers in service management who are exploring the challenges of technology adoption. Managerial implications and recommendations for future research are extensively provided.