Determinants of satisfaction and reuse intention of chatbots: An empirical study by using the TAM, AIDUA and IS success models

다국어 초록 (Multilingual Abstract)

Chatbots are new technology platforms based on artificial intelligence (AI) to support and serve customers by simulating human communication via voice commands, text chats, or both. The new AI technology is adopted to support tourists at tourism destinations. Although the usage of chatbots is becoming a trend in the travel industry, few studies clarified why travelers are satisfied with chatbots and intend to reuse this AI platform for their next trips. This study develops a modified framework by integrating the artificially intelligent device use acceptance model (AIDUA), the information system success model (IS success), and the technology acceptance model (TAM) to explain why tourists are willing to use chatbots for vacation. The study's purpose is to help policymakers and tourism agents use AI systems more effectively in satisfying visitors. This study utilized the PLS-SEM method to test the framework by analyzing the data of 504 interviewees. Results suggest that information quality (IQ), system quality (SQ), hedonic motivation (HED), and social influence (SI) are determinants of perceived usefulness (PU) and perceived ease of use (PEU). In addition, the study also confirmed that the AI system's PU and PEU significantly affect tourist satisfaction. PU and satisfaction are crucial antecedents of users' reuse intention toward chatbots, and the effect of satisfaction is the strongest.

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