Influencing Factors on Intention to Use AI Hotel of Thai Tourists
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Abstract
This research aimed to study the influencing factors on the intention of using AI hotels of Thai tourists. A questionnaire was used as a tool to collect data from 421 samples who traveled and used hotel service with convenience sampling. The statistics used to analyze the data were frequency, percentage, mean, standard deviation, and analysis of structural equations.
The findings found that the attitude and subjective norm influenced the intention of using AI hotel with statistically significant at the .01 level, respectively. The perceived ease of use and technology perceived benefit affect the attitudes statistically significant at the .01 level, respectively. Technology anxiety had a negative effect on the attitude with a statistically significant at the .01 level, and the perceived ease-of-use had a statistically significant effect on the perceived benefit of technology with a statistically significant at the .01 level. While the adherence factor was statistically significant at the .01 level. The stickiness to traditional service does not affect attitude factors and does not affect the intention of using AI hotel.
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