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Artificial intelligence acceptance in services: connecting with Generation Z

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  • Vanja Vitezić
  • Marko Perić

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.

Suggested Citation

  • Vanja Vitezić & Marko Perić, 2021. "Artificial intelligence acceptance in services: connecting with Generation Z," The Service Industries Journal, Taylor & Francis Journals, vol. 41(13-14), pages 926-946, October.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:13-14:p:926-946
    DOI: 10.1080/02642069.2021.1974406
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    Cited by:

    1. Sleep, Stefan & Gala, Prachi & Harrison, Dana E., 2023. "Removing silos to enable data-driven decisions: The importance of marketing and IT knowledge, cooperation, and information quality," Journal of Business Research, Elsevier, vol. 156(C).
    2. Ana Čuić Tanković & Marina Perišić Prodan, 2024. "Digital Natives' Attitudes towards Blockchain Technology Usage," Central European Business Review, Prague University of Economics and Business, vol. 2024(3), pages 75-93.
    3. Ayyildiz, Ahu Yazici & Baykal, Muhammed & Koc, Erdogan, 2022. "Attitudes of hotel customers towards the use of service robots in hospitality service encounters," Technology in Society, Elsevier, vol. 70(C).
    4. Xu, Xing'an & Liu, Juan, 2022. "Artificial intelligence humor in service recovery," Annals of Tourism Research, Elsevier, vol. 95(C).
    5. Vinish Kathuria, 2023. "Gen Z’s Engagement with the Metaverse: Mediated Role of Symbolic Gratification and Desired Enhancement of Reality and Moderated Role of Gender," Metamorphosis: A Journal of Management Research, , vol. 22(2), pages 133-145, December.
    6. Tanković Ana Čuić & Prodan Marina Perišić & Benazić Dragan, 2023. "Consumer Segments in Blockchain Technology Adoption," South East European Journal of Economics and Business, Sciendo, vol. 18(2), pages 162-172, December.
    7. Ma, Xiaoyue & Huo, Yudi, 2023. "Are users willing to embrace ChatGPT? Exploring the factors on the acceptance of chatbots from the perspective of AIDUA framework," Technology in Society, Elsevier, vol. 75(C).
    8. Shirie Pui Shan Ho & Matthew Yau Choi Chow, 2024. "The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 292-305, June.
    9. Kautish, Pradeep & Purohit, Sonal & Filieri, Raffaele & Dwivedi, Yogesh K., 2023. "Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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