“I Am Here to Assist Your Tourism”: Predicting Continuance Intention to Use AI-based Chatbots for Tourism. Does Gender Really Matter?

Abstract

AI-based chatbot, a typical product of human–computer interaction (HCI), is widely employed by tourism service providers. However, there is a lack of research on the determinants that explain why customers continuously use chatbots for tourism. Based on the Unified Theory of Adoption and Use of Technology 2 (UTAUT2), the Theory of Perceived Risk (TPR), anthropomorphism, and personalization, this research developed an integrated model to investigate the determinants behind customers’ continuance intention to use chatbots for tourism. In addition, the moderating role of gender differences in the relationships between determinants and continuance intention was tested. The analysis based on a sample of 613 users highlighted the positive effects of performance expectancy, social influence, habit, anthropomorphism, and personalization. However, the findings showed that time risk and privacy risk have negative influences. Although the moderating test did find two differences due to gender, many other relationships showed no differences between male and female.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Banghui Zhang

Banghui Zhang is a full Professor in School of Marxism, Chongqing University. He is also the Dean of School of Marxism, Chongqing University and the Executive Director of Chinese Public Administration Society. His research interests include public policy and public service.

Yonghan Zhu

Yonghan Zhu is a doctoral candidate in School of Public Policy and Administration, Chongqing University. He received Master degree in University College London (UCL). His research focuses on topics of digital government and society, including user satisfaction with e-government services, behavioral intention of AI-based services, and experience with online games.

Jie Deng

Jie Deng is a Master student in School of Public Policy and Administration, Chongqing University. She focuses on data security and social media.

Weiwei Zheng

Weiwei Zheng is a doctoral candidate in Antai College of Economics and Management, Shanghai Jiao Tong University. His research includes the areas of public policy, big data, and macroeconomics.

Yang Liu

Yang Liu is a doctoral candidate in School of Public Policy and Administration, Chongqing University. His research includes the areas of social media and public service.

Chunshun Wang

Chunshun Wang is a doctoral candidate in School of Social Sciences, Tsinghua University. He focuses on public policy and AI-based sports.

Rongcan Zeng

Rongcan Zeng is a doctoral candidate in School of Marxism, Chongqing University. Her research interests include mental health, behavioral psychology, and gender studies.