Artificial intelligence acceptance in services: connecting with Generation Z

• Published in: The Service industries journal Vol. 41; no. 13-14; pp. 926 - 946
• Main Authors: Vitezić, Vanja, Perić, Marko
• Format: Journal Article
• Language: English
• Published: London Routledge 26.10.2021; Taylor & Francis Ltd
• Subjects: Artificial intelligence; Gen Z; Generation Z; hospitality services; smartphones
• ISSN: 0264-2069; 1743-9507
• DOI: 10.1080/02642069.2021.1974406

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.