5성호텔 AI기술수용요인과 인적 상호작용이 지각된 가치, 이용의도에 미치는 영향 - 확장된 기술수용모델(TAM3) 적용 -
Effects of AI Technology Acceptance Factors and Human Interaction on Perceived Value and Behavioral Intention in Five-Star Hotels - Applying the Extended Technology Acceptance Model (TAM3) -
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This study empirically examined the effects of technology acceptance factors and human interaction on perceived value and behavioral intention among Korean adults who had stayed at AI-integrated five-star hotels within the past three years. Data were collected through an online survey conducted from April 4 to 18, 2025, yielding 525 valid responses. The research framework was grounded in the extended Technology Acceptance Model (TAM3). Empirical analyses were performed using IBM SPSS Statistics 28.0, SmartPLS 4.0, and the R-based lavaan package at a 95 % confidence level. Findings revealed that perceived usefulness and ease of use positively influenced perceived value and behavioral intention, whereas perceived risk showed a negative effect. Human interaction exerted the strongest positive influence, underscoring the necessity of balancing technological efficiency with emotional and social value in AI-enabled hotel services.
Abstract
This study empirically examined the effects of technology acceptance factors and human interaction on perceived value and behavioral intention among Korean adults who had stayed at AI-integrated five-star hotels within the past three years. Data were collected through an online survey conducted from April 4 to 18, 2025, yielding 525 valid responses. The research framework was grounded in the extended Technology Acceptance Model (TAM3). Empirical analyses were performed using IBM SPSS Statistics 28.0, SmartPLS 4.0, and the R-based lavaan package at a 95 % confidence level. Findings revealed that perceived usefulness and ease of use positively influenced perceived value and behavioral intention, whereas perceived risk showed a negative effect. Human interaction exerted the strongest positive influence, underscoring the necessity of balancing technological efficiency with emotional and social value in AI-enabled hotel services.