체험경제이론을 적용한 호텔 AI 서비스 체험과 지각된 가치, 플로우, 지속사용의도 간의 영향 관계
The Relationship Between Hotel AI Service Experience and Perceived Value, Flow, and Continued Use Intention Using Experience Economy Theory
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study applied experience economy theory to empirically analyze the structural relationships among hotel AI service experiences, perceived value, flow, and continuance usage intentions. Furthermore, it aimed to verify whether flow mediates the relationship between perceived value and continuance usage intentions. To achieve the objectives of this study, a survey was conducted with 250 adult men and women who had experience using hotel AI services, and empirical analysis was performed. The results confirmed that all five hypotheses were supported: hotel AI service experiences had a significant positive effect on perceived value; perceived value, in turn, had a significant positive effect on both flow and continuance usage intentions; and flow had a significant positive effect on continuance usage intentions. Finally, flow was found to have a significant mediating effect on the relationship between perceived value and continuance usage intentions. These research results can be used to enhance the perceived value of hotel AI service users, establish customized AI-powered marketing strategies, and serve as a basis for improving AI services.
Abstract
This study applied experience economy theory to empirically analyze the structural relationships among hotel AI service experiences, perceived value, flow, and continuance usage intentions. Furthermore, it aimed to verify whether flow mediates the relationship between perceived value and continuance usage intentions. To achieve the objectives of this study, a survey was conducted with 250 adult men and women who had experience using hotel AI services, and empirical analysis was performed. The results confirmed that all five hypotheses were supported: hotel AI service experiences had a significant positive effect on perceived value; perceived value, in turn, had a significant positive effect on both flow and continuance usage intentions; and flow had a significant positive effect on continuance usage intentions. Finally, flow was found to have a significant mediating effect on the relationship between perceived value and continuance usage intentions. These research results can be used to enhance the perceived value of hotel AI service users, establish customized AI-powered marketing strategies, and serve as a basis for improving AI services.