Co-creation of value using hotel interactive technologies: examining intentions and conversion

Purpose The purpose of this study was to validate a conceptual model that examined consumers’ intentions to use hotel interactive technologies (HINT) and their conversion behaviors in hotels. The model was built on consumers’ participation in consumer–firm interactions, their level of innovativeness and their perceived benefit of using interactive technologies as antecedents of intentions and conversion. Design/methodology/approach The conceptual model was built upon the service-dominant (S-D) logic, technology adoption, social psychology and marketing theory. Using structural equation modeling, the model was validated using a nationwide sample of 841 consumers who have stayed in hotels that offered interactive technologies. Findings Consumers’ information system habit and hedonic motivations influenced their participation in consumer–firm interactions when using HINT. In turn, participation and innovativeness influenced conversion behavior, while innovativeness and perceived benefit of using interactive technologies influenced intentions to use such technologies. Research limitations/implications This study extends the S-D logic, technology adoption, social psychology and marketing literature by validating a model that blends system perceptions, consumer characteristics and information system-related behaviors to explicate intentions and conversion. Thus, this study illustrates the modeling/evaluation of such blended models. Practical implications The study provides hoteliers a layout of the factors influencing consumers’ intentions to use interactive technologies and conversion. It also explains how participation in consumer–firm interactions and perceived benefit have contrasting roles in influencing consumers’ intentions and conversion behavior. Originality/value This study examined two distinct concepts that reflect the value co-created in hotel settings due to technology-based consumer–firm interactions: consumers’ intentions to use interactive technologies and their actual conversion behavior. The study also recognized the pivotal role of participation in influencing conversion and emphasized the contrasting roles of participation and perceived benefit in influencing longer-term (i.e. intentions) and short-term (i.e. conversion) behavior.