A Study of the Quality Attributes of Artificial Intelligence Voice Assistant in 5-Star Hotel Rooms and Customer Perception - Applying on Extended Theory of Planned Behavior -

This study aimed to verify the relationship between quality of artificial intelligence voice assistant in room, hotel on continuous use intentions applying theory of planned behavior. For empirical analysis, Google Survey Doc for a month from Nov 20, 2023, 225 samples were used for the final analysis. PLS-based SEM analysis was used through SmartPLS. Of theory of planned behavior, attitude and subjective norms have significantly effect on continuous use intentions, but, perceived behavioral was not supported. And quality has significantly effect on attitude and continuous use intentions. By verifying the impact relationship related to attitude, subjective norms, perceived behavioral control for customer in hotel industry, it provided some practical implications and expanding the academic aspects to hotel company.