Determining Behavioural Intention to Use Artificial Intelligence in the Hospitality Sector of Pakistan: An application of UTAUT Model

Abstract

The main objective of this study is to create and evaluate an empirical model that can forecast the elements that impact users' behavioral intentions when using artificial intelligence. The researchers used the expanded Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate the probability of consumers adopting artificial intelligence (AI). The study focused on four key aspects: the impact on society, performance expectancy, effort expectancy, social influence, and facilitating conditions. The research was extended to include three further variables: perceived privacy risk, behavior intentions, and the adoption of artificial intelligence, to augment the precision of client behavior forecasts. The researchers conducted an on-line poll and obtained 310 answers from the hotel business in Pakistan. The cumulative sample was evaluated using structural equation modelling (SEM) inside the IBM SPSS Statistics V. 29.0 and SMART PLS 4.0.6 framework. The fundamental findings of the study suggest that the main factors driving the acceptance of artificial intelligence are the perceived privacy risk, facilitating conditions, and the behavioral intention to use AI. However, the customers' expectations about performance expectancy and effort expectancy, as well as their assessments on social influence, did not substantially impact their choice to utilize this program. Although it is a recent technology, it helps to eliminate gaps in knowledge in the area and promotes a more comprehensive understanding of the complex relationships between these devices. Moreover, this study offers essential knowledge on the most effective techniques for employing these technologies.