Hello! How Can I Help You? Role of Technology Appetite on AI Adoption in the Post‐Pandemic Era
基于创新扩散理论、价值采纳模型和技术准备理论，研究了旅游、旅行和酒店行业中感知愉悦、感知有用、感知费用和技术性对感知价值的影响，发现感知费用和有用性显著影响感知价值，而感知愉悦和技术性不是主要驱动因素。
ABSTRACT Artificial intelligence (AI) has revolutionized many industries, particularly tourism. Using the diffusion of innovation theory, value‐based adoption model, and technology readiness theory, this study examines AI adoption through perceived enjoyment, perceived usefulness, perceived fees, and technicality on perceived value in the tour, travel, and hospitality sectors. Data were analyzed using PLS‐SEM via SMARTPLS version 3.3.9, and an artificial neural network (ANN). The findings show that perceived fees and usefulness significantly impact perceived value. Travelers are more likely to value AI services if they perceive reasonable fees and enhanced search performance, leading to increased adoption intention. The study revealed that perceived enjoyment and technicality are not primary drivers of perceived value, underscoring the importance of pricing, perceived benefits, convenience, and cost‐effectiveness in promoting tourism offerings to enhance AI service value perception. In addition, the high perceived value of benefits, convenience, and cost‐effectiveness encourages AI adoption. The moderation effect of age and perceived innovativeness indicates a strong relationship between PV and AI adoption intentions among Gen Z.