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

Author

Listed:
  • Skandali Dimitra

    (Department of Business Administration, 68993 National and Kapodistrian University of Athens , Athens, Greece)

  • Magoutas Anastasios

    (Department of Business Administration, 68993 National and Kapodistrian University of Athens , Athens, Greece)

  • Tsourvakas Georgios

    (Department of Business Administration, 68993 National and Kapodistrian University of Athens , Athens, Greece)

Abstract

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.

Suggested Citation

  • Skandali Dimitra & Magoutas Anastasios & Tsourvakas Georgios, 2024. "Consumer Behaviour on AI Applications for Services: Measuring the Impact of Value-Based Adoption Model on Luxurious AI Resorts’ Applications," Review of Marketing Science, De Gruyter, vol. 22(1), pages 57-85.
    • Handle: RePEc:bpj:revmkt:v:22:y:2024:i:1:p:57-85:n:1003
    DOI: 10.1515/roms-2023-0099
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    References listed on IDEAS

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    1. Sung S. Kim & Naresh K. Malhotra, 2005. "A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena," Management Science, INFORMS, vol. 51(5), pages 741-755, May.
    2. Shiri Melumad & Michel Tuan Pham & Darren W Dahl & Amna Kirmani & Peter R Darke, 2020. "The Smartphone as a Pacifying Technology [Diagnostic Instruments for Behavioural Addiction: An Overview]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(2), pages 237-255.
    3. Hollebeek, Linda D. & Belk, Russell, 2021. "Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 387-401.
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