Hi Alexa, do hotel guests have privacy concerns with you?: A cross-cultural study

ABSTRACT

The purpose of this study is to examine the relationships among customer trust toward voice Artificial Intelligence (AI) in guestrooms, information privacy concerns associated with this technology, intention to use, and intention to stay at a hotel providing this technology. This study further examined whether the research model can be applied to different cultures by collecting data from U.S. and Singaporean customers. The hypotheses were tested via structural equation modeling and multiple-group analysis. The findings indicated that trust toward voice AI had a positive effect on intention to use this technology in both groups, and this effect was stronger for the U.S. group. Concern of information collection via voice AI had a negative effect on intention to use in both groups, and this effect was stronger for the Singaporean group. Intention to use voice AI in guestrooms was positively related to intention to stay at a hotel providing this technology.

本研究的目的是检验客户对客房中语音人工智能(AI)的信任、与该技术相关的信息隐私问题、使用意愿和入住提供该技术的酒店意愿之间的关系.这项研究通过收集美国和新加坡客户的数据,进一步检验了该研究模型是否可以应用于不同的文化.通过结构方程建模和多组分析对这些假设进行了检验.研究结果表明,对语音人工智能的信任对两组使用该技术的意愿都有积极影响,而美国组的这种影响更大.对通过语音AI收集信息的担忧对两组的使用意愿都有负面影响,而新加坡组的这种影响更大.在客房中使用语音AI的意愿与入住提供该技术的酒店的意愿呈正相关.

KEYWORDS:

• Voice artificial intelligence (AI)
• guestroom technology
• hospitality technology
• information privacy concern
• trust
• privacy calculus model

Acknowledgments

This work was supported by the William F. Harrah College of Hospitality, University of Nevada, Las Vegas

Disclosure statement

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