Customers’ perceptions of hotel AI-enabled voice assistants: does brand matter?

• Published in: International journal of contemporary hospitality management Vol. 34; no. 8; pp. 2807 - 2831
• Main Authors: Cai, Ruiying, Cain, Lisa Nicole, Jeon, Hyeongjin
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 26.07.2022; Emerald Group Publishing Limited
• Subjects: Anthropomorphism; Artificial intelligence; Consumer behavior; Consumers; COVID-19; Customer services; Hospitality industry; Hotels & motels; Influence; Perceptions; Privacy; Qualitative research; Technology; Technology Acceptance Model; Technology adoption; Construal level theory; Technology acceptance model; Hotel scales
• ISSN: 0959-6119; 1757-1049; 0959-6119
• DOI: 10.1108/IJCHM-10-2021-1313

Purpose Extending the technology acceptance model (TAM) to a new context, the purpose of this paper is to propose an integrative model of the brand of artificial intelligence-enabled voice assistants (AI-EVA) and customers’ perceptions and behavioral intentions of using AI-EVA in hotels. Moderating effects of construal levels and hotel scales were examined. Design/methodology/approach This paper adopted a mixed method approach. A qualitative and phenomenological methodology was adopted in Study 1 to explore hotel customers’ experience with AI-EVA. Study 2 applied experimental design to investigate the effects of the brand of AI-EVA and construal level on customers’ perceptions and behavioral intentions of using AI-EVA. Based on Studies 1 and 2 results, Study 3 examined how the brand of AI-EVA and hotel scale affect customers’ perceptions and behavioral intentions of using AI-EVA during hotel stays. Findings This research found that customers perceive a higher level of perceived usefulness, perceived ease of use and anthropomorphism when AI-EVA is branded (vs off-brand). Perceived usefulness positively affects customers’ intention to use and to spread positive word-of-mouth. Anxiety of using AI-enabled devices and privacy concerns inhibit customers’ intention to use AI-EVA. Anthropomorphism increases customers’ willingness to spread positive word-of-mouth. Construal level moderates the effect of the brand of AI-EVAs on perceived ease of use and anthropomorphism. Hotel scale moderates the effect of brand on perceived usefulness. Originality/value This paper is one of the first attempts to uncover and integrate different factors underlying customers’ perceptions of using AI-EVA in an extended TAM in hotel settings. This paper provides an integrative model extending the TAM to a new context by deploying a mixed-method approach across three studies.