AI-Enabled Hospitality Services and Consumer Repurchase Intention: The Roles of Technology Readiness, Technological Empowerment, Emotional Attachment, and Trust

This study investigates how technology adoption propensity (TAP) is associated with consumers’ intention to repurchase AI-enabled hospitality services by examining the mediating roles of perceived technological empowerment (PTE) and brand emotional attachment (BEA), as well as the moderating role of trust in AI (TAI). Drawing on the Stimulus–Organism–Response (S–O–R) framework and the technology readiness perspective, cross-sectional survey data were collected from 439 guests of deluxe hotels in Greater Cairo, Egypt, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that TAP is positively associated with both PTE and BEA. PTE is positively associated with BEA and partially mediates the TAP–BEA association, and the sequential indirect association between TAP and repurchase intention through PTE and BEA is significant. BEA emerges as a strong predictor of repurchase intention, while TAI strengthens the relationship between BEA and repurchase intention. The study contributes by showing that a general technology predisposition is linked to post-adoption repurchase intentions through a cognitive-to-affective chain (empowerment, then brand attachment) while retaining a larger direct link to attachment, and by identifying trust in AI as a boundary condition of the attachment–intention link. Because the design is cross-sectional and measures intentions, the results indicate associations rather than causal effects.