5성급 호텔 객실 인공지능 음성비서의 품질과 지속사용의도에 대한 연구 - 확장된 계획된 행동이론을 적용으로 -
A Study of the Quality Attributes of Artificial Intelligence Voice Assistant in 5-Star Hotel Rooms and Customer Perception - Applying on Extended Theory of Planned Behavior -
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This study aimed to verify the relationship between quality of artificial intelligence voice assistant in room, hotel on continuous use intentions applying theory of planned behavior. For empirical analysis, Google Survey Doc for a month from Nov 20, 2023, 225 samples were used for the final analysis. PLS-based SEM analysis was used through SmartPLS. Of theory of planned behavior, attitude and subjective norms have significantly effect on continuous use intentions, but, perceived behavioral was not supported. And quality has sig- nificantly effect on attitude and continuous use intentions. By verifying the impact relationship related to attitude, subjective norms, perceived behavioral control for customer in hotel industry, it provided some practical implications and expanding the academic aspects to hotel company.
Abstract
This study aimed to verify the relationship between quality of artificial intelligence voice assistant in room, hotel on continuous use intentions applying theory of planned behavior. For empirical analysis, Google Survey Doc for a month from Nov 20, 2023, 225 samples were used for the final analysis. PLS-based SEM analysis was used through SmartPLS. Of theory of planned behavior, attitude and subjective norms have significantly effect on continuous use intentions, but, perceived behavioral was not supported. And quality has sig- nificantly effect on attitude and continuous use intentions. By verifying the impact relationship related to attitude, subjective norms, perceived behavioral control for customer in hotel industry, it provided some practical implications and expanding the academic aspects to hotel company.
참고문헌 (45)
- 김계수, "SmartPLS 이용 쉬운 구조방정식모델" (2013), 도서출판 청람
- 문해림, "계획된행동이론(TPB)과 고객만족이론(CST)의 결합모델 검증 연구 : 항공사 모바일 애플리케이션의 이용의도를 중심으로", 서비스경영학회지, 24(4), pp.163~188 (2023)
- "국내 인공지능 소프트웨어 시장현황 진단 및 시사점" (2022), 소프트웨어정책연구소[URL]
- 송유진, "고령자의 인공지능 스피커 만족도와 지속사용 의도에미치는 영향 요인", 방송통신연구, pp.9~37 (2021)
- 신건권, "SmartPLS 3.0 구조방정식모델링" (2018), 청람
- 왕가기, "그린호텔의 가격 프리미엄 지불의도에 대한 세계시민주의의 역할 : 계획된 행동 이론의 확장", 관광연구저널, 35(8), pp.109~127 (2021)
- 장두영, "COVID-19 위험인식과 건강의식이 보호동기와 행동의도에 미치는 영향", 호텔경영학연구, 29(7), pp.191~208 (2020)
- 장두영, "계획행동이론을 적용한 COVID-19 상황에서의 여행의사결정과정 연구 : 건강의식의 조절역할", 호텔경영학연구, 30(2), pp.135~149 (2021)
- 장두영, "여행상품 검색 시 챗봇 사용 계획행동과정에서의 상호작용 조절효과", 호텔경영학연구, 29(1), pp.67~81 (2020)
- "국내 AI 시장 연 14.9% 성장…2027년 4.4조 전망" (2023), 정보통신신문[URL]
- 조민숙, "동반자 유형에 따른 인공지능 호텔에 대한 경험적 가치가 고객 만족 및재방문 의도에 미치는 영향", 호텔관광연구, 23(1), pp.71~88 (2021)
- "그 많던 ‘AI 스피커’ 어디 갔나… 음성인식 정확도 떨어지고 기능제한적 한계" (2023), 조선비즈[URL]
- 최미주, "호텔 및 관광산업 경영자의 AI 비서에 대한 인식탐구 : 혁신 확산 이론 중심적 접근", 비서·사무경영연구, 32(3), pp.5~29 (2023)
- "Alexa Smart Properties for Hospitality"[URL]
- Ajzen, I., "Action control: From cognition to behavior", pp.11~39 (1985), Springer Berlin Heidelberg
- Anderson, J. C., "Structural equation modeling in practice : A review and recommended two-step approach", Psychological bulletin, 103(3), pp.411~ (1988)
- Bharati, P., "An empirical investigation of decision-making sat isfaction in web-based decision support systems", Decision Support Systems, 37(2), pp.187~197 (2004)
- Bhattacherjee, A., "Understanding information systems continuance: An expectation-confirmation model", MIS quarterly, pp.351~370 (2001)
- Budzinski, O., "The brave new world of digital personal assistants : Benefits and challenges from an economic perspective", NETNOMICS : Economic Research and Electronic Networking, 20, pp.177~194 (2019)
- Buhalis, D., "Smart hospitality—Interconnectivity and interoperability towards an ecosystem", International Journal of Hospitality Management, 71, pp.41~50 (2018)
- Buhalis, D., "In-room voice-based AI digital assistants transforming on-site hotel services and guests’ experiences", Information and Communication Technologies in Tourism 2021: Proceedings of the ENTER 2021 eTourism Conference, pp.30~44 (2021), Springer International Publishing
- Buhalis, D., "Voice assistants in hospitality : using artificial intelligence for customer service", Journal of Hospitality and Tourism Technology, 13(3), pp.386~403 (2022)
- Carvalho, I., "ChatGPT for tourism : applications, benefits and risks", Tourism Review, 79(2), pp.290~303 (2023)
- Cramer, T., "Transforming the travel experience through voice", Speech Technol Mag, 23(2), pp.28~29 (2018)
- Curran, P. J., "The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis", Psychological methods, 1(1), pp.16~ (1996)
- Dayour, F., "Continuous intention to use mobile money(MM)services : Driving factors among small and medium-sized tourism and hospitality enterprises(SMTHEs)", Africa Journal of Management, 6(2), pp.85~114 (2020)
- Dhir, A., "Continued use of mobile instant messaging apps : A new perspective on theories of consumption, flow, and planned behavior", Social Science Computer Review, 38(2), pp.147~169 (2020)
- Fan, A., "To talk or to touch : Unraveling consumer responses to two types of hotel in-room technology", International Journal of Hospitality Management, 101, pp.103112~ (2022)
- Hair, J. F., "Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance", Long range planning, 46(1-2), pp.1~12 (2013)
- Jeng, M. Y., "The continuous intention of older adult in virtual reality leisure activities : combining sports commitment model and theory of planned behavior", Applied Sciences, 10(21), pp.7509~ (2020)
- Lee, K. C., "Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLoneand McLean’s model perspective", Interacting With Computers, 21(5-6), pp.385~392 (2009)
- Leung, R., "Smart hospitality : Taiwan hotel stakeholder perspectives", Tourism Review, 74(1), pp.50~62 (2019)
- Lien, C. H., "Self-service technology adoption by air passengers: a case study of fast air travel services in Taiwan", The Service Industries Journal, 41(9-10), pp.671~695 (2021)
- Liu, Y., "Exploring the continuance usage intention of travel applications in the case of Chinese tourists", Journal of Hospitality &Tourism Research, 47(1), pp.6~32 (2023)
- Mahmud, S., "Interface for human machine interaction for assistant devices: A review", 2020 10th Annual computing and communication workshop and conference (CCWC), pp.0768~0773 (2020), IEEE
- Masri, N. W., "Assessing the effects of information system quality and relationship quality on continuance intention in e-tourism", International journal of environmental research and public health, 17(1), pp.174~ (2020)
- Nguyen, T. M., "Impact of knowledge sharing on employees' service quality : the moderating role of artificial intelligence", International Marketing Review, 39(3), pp.482~508 (2022)
- Pereira, T., "New Insights into consumers’intention to continue using chatbots in the tourism context", Journal of Quality Assurance in Hospitality & Tourism, pp.1~27 (2022)
- Sohn, K., "Technology acceptance theories and factors influencing artificial Intelligence-based intelligent products", Telematics and Informatics, 47, pp.101324~ (2020)
- Soliman, M., "Extending the theory of planned behavior to predict tourism destination revisit intention", International Journal of Hospitality & Tourism Administration, 22(5), pp.524~549 (2021)
- Tussyadiah, I., "A review of research into automation in tourism : Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism", Annals of Tourism Research, 81, pp.102883~ (2020)
- "GLOBAL GUIDLINES TO RESTART TOURISM" (2020)[URL]
- Venkatesh, V., "User acceptance of information technology: Toward a unified view", MIS quarterly, pp.425~478 (2003)
- Wirtz, B. W., "Artificial intelligence in the public sector-a research agenda", International Journal of Public Administration, 44(13), pp.1103~1128 (2021)
- Yeh, S. S., "Reinterpreting the theory of planned behavior and its application to green hotel consumption intention", International Journal of Hospitality Management, 94, pp.102827~ (2021)
