A Causal Correlation Model of the Artificial Intelligence Acceptance towards Marketing Performance of Thai Airlines
Keywords:
Artificial Intelligence Acceptance, Marketing Performance, Thai AirlineAbstract
This research has been approved for the human ethics. The aims of the research were 1) to study the level of acceptance in artificial intelligence of Thai National Airlines, 2) to study marketing performance of Thai National Airlines, and 3) to study a causal relationship model of artificial intelligence acceptance of Thai National Airlines. This quantitative research collected the data from 310 Thai National Airlines’ passengers. The questionnaire as a research instrument was tested with its validity of 0.67 and confidence level of 0.937. It was found that overall the respondents accepted the artificial intelligence at a high level (M = 3.97). The developed causal relationship model of artificial intelligence acceptance towards marketing performance of Thai National Airlines was congruent with the empirical data. The causal relationship model showed that the artificial intelligence acceptance had a direct effect on the marketing and the interaction between genders and occupations which influenced the marketing performance at a statistically significant level of 0.05. The airlines should accelerate the policy of using artificial intelligence (AI) in order to provide immediate service for the rapid growth of the passengers’ demands after Covid-19 becomes endemic and to increase the international competitiveness of Thai National Airlines.
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