{"title":"Hi Alexa, do hotel guests have privacy concerns with you?: A cross-cultural study","authors":"Jungsun (Sunny) Kim, Mehmet Erdem, Boran Kim","doi":"10.1080/19368623.2023.2251157","DOIUrl":null,"url":null,"abstract":"<p><b>ABSTRACT</b></p><p>The purpose of this study is to examine the relationships among customer trust toward voice Artificial Intelligence (AI) in guestrooms, information privacy concerns associated with this technology, intention to use, and intention to stay at a hotel providing this technology. This study further examined whether the research model can be applied to different cultures by collecting data from U.S. and Singaporean customers. The hypotheses were tested via structural equation modeling and multiple-group analysis. The findings indicated that trust toward voice AI had a positive effect on intention to use this technology in both groups, and this effect was stronger for the U.S. group. Concern of information collection via voice AI had a negative effect on intention to use in both groups, and this effect was stronger for the Singaporean group. Intention to use voice AI in guestrooms was positively related to intention to stay at a hotel providing this technology.</p>","PeriodicalId":47995,"journal":{"name":"Journal of Hospitality Marketing & Management","volume":"2 3","pages":""},"PeriodicalIF":11.9000,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/19368623.2023.2251157","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
ABSTRACT
The purpose of this study is to examine the relationships among customer trust toward voice Artificial Intelligence (AI) in guestrooms, information privacy concerns associated with this technology, intention to use, and intention to stay at a hotel providing this technology. This study further examined whether the research model can be applied to different cultures by collecting data from U.S. and Singaporean customers. The hypotheses were tested via structural equation modeling and multiple-group analysis. The findings indicated that trust toward voice AI had a positive effect on intention to use this technology in both groups, and this effect was stronger for the U.S. group. Concern of information collection via voice AI had a negative effect on intention to use in both groups, and this effect was stronger for the Singaporean group. Intention to use voice AI in guestrooms was positively related to intention to stay at a hotel providing this technology.
期刊介绍：
The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.
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