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An empirical study on customers’ gambling intention in AI-supported casinos

IpKin Anthony Wong (School of Tourism Management, Sun Yat-Sen University, Zhuhai, China)
Keng Fong Chau (Centre for Gaming and Tourism Studies, Macao Polytechnic University, Macao SAR, China)
Heng U. Chan (Centre for Gaming and Tourism Studies, Macao Polytechnic University, Macao SAR, China)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 14 February 2023

Issue publication date: 17 February 2023




This study aims to synthesize a research model based on artificial intelligence (AI) applications in the casino setting. The model incorporates the technology acceptance model (TAM) along with three external drivers, including factors pertinent to personal traits (i.e. openness), AI technology (i.e. visibility, security and social influence) and context (i.e. monetary motivation).


An empirical study was conducted with 354 casino patrons. Partial least squares-structural equation modeling was used to test the proposed relationships.


The results reveal that openness, security and monetary motivation are significant antecedents of perceived usefulness. Visibility and social influence have significant direct effects on the intention to gamble in AI-supported casinos.


This study reinvestigates the TAM model from the casino customers’ AI decision support perspective to illustrate both the direct and mediating effects of perceived usefulness and ease of use on such a system. It highlights the salience of social influence, personality traits and monetary motivation on the propensity to adopt AI. It also contributes to the casino literature by showcasing the role of technology in directing patrons’ decisions.


本研究综合了一项基于人工智能在赌场环境中应用的研究模型。该模型结合了技术接受模型 (TAM) 以及三个外部驱动因素, 包括与个人特征(即开放性)、人工智能技术(即可见性、安全性和社会影响力)和背景(即金钱动机)相关的因素.


对 354 名赌场顾客进行了实证研究。 PLS-SEM 用于测试提出的关系。


结果表明, 开放性、安全性和金钱动机是感知有用性的重要前提。知名度和社会影响力对在人工智能支持的赌场赌博的意图有显着的直接影响。


本研究从赌场客户的 AI 决策支持角度重新研究 TAM 模型, 以说明感知有用性和易用性对此类系统的直接和中介影响。它强调了社会影响、个性特征和金钱动机对采用人工智能的倾向的重要性。它还通过展示技术在指导顾客决策中的作用为赌场文献做出了贡献。



Wong, I.A., Chau, K.F. and Chan, H.U. (2023), "An empirical study on customers’ gambling intention in AI-supported casinos", Journal of Hospitality and Tourism Technology, Vol. 14 No. 2, pp. 121-136.



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