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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. 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).
    2. 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.
    3. 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).
    4. Xu, Xing'an & Liu, Juan, 2022. "Artificial intelligence humor in service recovery," Annals of Tourism Research, Elsevier, vol. 95(C).
    5. 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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