Effects of cognitive, affective and normative drivers of artificial intelligence ChatGPT on continuous use intention

Abstract

Purpose

This study aims to explore the interplay of cognitive, affective, and normative constituents for their potential acceptance or rejection of artificial intelligence (AI) and ChatGPTs in the hospitality and tourism context.

Design/methodology/approach

Using an advanced analytical approach (i.e. a fuzzy-set qualitative comparative analysis), the study tested hypotheses based on 474 responses from individuals who have used ChatGPT for hospitality and tourism information.

Findings

The study found multiple solutions, including cognitive, affective and normative drivers for strong and weak continuance intentions toward AI-based ChatGPT. Informativeness, one of the cognitive drivers, was found to be a necessary condition for achieving the desired outcome.

Originality/value

This research provides novel insights into the functionality of developing multiple configurations to predict complex travelers behaviors in the context of hospitality and tourism technology consumption.

研究目的

本研究旨在探讨认知、情感和规范成分之间的相互作用, 以及它们在接受或拒绝在酒店和旅游环境中使用人工智能（AI）和 ChatGPT 的潜力。

研究方法

使用先进的分析方法（即模糊集定性比较分析）, 本研究基于 474 份使用 ChatGPT 获取酒店和旅游信息的个人的回答, 测试了假设。

研究发现

本研究发现了多个解决方案, 包括认知、情感和规范驱动, 对基于 AI 的 ChatGPT 的强弱持续意图。信息性, 作为认知驱动之一, 被发现是实现期望结果的必要条件。

研究创新

本研究为在酒店和旅游技术消费环境中预测复杂旅行者行为的功能性开发多个配置提供了新颖见解。

Citation

Han, H., Kim, S.(S)., Hailu, T.B., Al-Ansi, A., Lee, J. and Kim, J.J. (2024), "Effects of cognitive, affective and normative drivers of artificial intelligence ChatGPT on continuous use intention", Journal of Hospitality and Tourism Technology, Vol. 15 No. 4, pp. 629-647. https://doi.org/10.1108/JHTT-11-2023-0363