An empirical study on customers’ gambling intention in AI-supported casinos

IF 5.3 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Hospitality and Tourism Technology Pub Date : 2023-02-14 DOI:10.1108/jhtt-08-2021-0225

I. Wong, Keng Fong Chau, Heng U. Chan

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引用次数: 3

Abstract

Purpose This study aims to synthesize a research model based on artificial intelligence (AI) applications in the casino setting. The model incorporates the technology acceptance model (TAM) along with three external drivers, including factors pertinent to personal traits (i.e. openness), AI technology (i.e. visibility, security and social influence) and context (i.e. monetary motivation). Design/methodology/approach An empirical study was conducted with 354 casino patrons. Partial least squares-structural equation modeling was used to test the proposed relationships. Findings The results reveal that openness, security and monetary motivation are significant antecedents of perceived usefulness. Visibility and social influence have significant direct effects on the intention to gamble in AI-supported casinos. Originality/value This study reinvestigates the TAM model from the casino customers’ AI decision support perspective to illustrate both the direct and mediating effects of perceived usefulness and ease of use on such a system. It highlights the salience of social influence, personality traits and monetary motivation on the propensity to adopt AI. It also contributes to the casino literature by showcasing the role of technology in directing patrons’ decisions.

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人工智能支持赌场顾客赌博意愿的实证研究

目的本研究旨在综合一个基于人工智能（AI）在赌场环境中应用的研究模型。该模型结合了技术接受模型（TAM）和三个外部驱动因素，包括与个人特征（即开放性）、人工智能技术（即可见性、安全性和社会影响力）和背景（即金钱动机）相关的因素。设计/方法/方法对354名赌场顾客进行了实证研究。偏最小二乘结构方程模型用于检验所提出的关系。研究结果表明，开放性、安全性和货币动机是感知有用性的重要前因。可见性和社会影响力对在人工智能支持的赌场赌博的意愿有显著的直接影响。原创性/价值本研究从赌场客户的人工智能决策支持角度重新研究了TAM模型，以说明感知有用性和易用性对此类系统的直接和中介影响。它强调了社会影响、性格特征和金钱动机对采用人工智能倾向的显著性。它还通过展示技术在指导顾客决策中的作用，为赌场文学做出了贡献。

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来源期刊

Journal of Hospitality and Tourism Technology HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

8.40

自引率

12.80%

发文量

期刊介绍： The Journal of Hospitality and Tourism Technology is the only journal dedicated solely for research in technology and e-business in tourism and hospitality. It is a bridge between academia and industry through the intellectual exchange of ideas, trends and paradigmatic changes in the fields of hospitality, IT and e-business. It covers: -E-Marketplaces, electronic distribution channels, or e-Intermediaries -Internet or e-commerce business models -Self service technologies -E-Procurement -Social dynamics of e-communication -Relationship Development and Retention -E-governance -Security of transactions -Mobile/Wireless technologies in commerce -IT control and preparation for disaster -Virtual reality applications -Word of Mouth. -Cross-Cultural differences in IT use -GPS and Location-based services -Biometric applications -Business intelligence visualization -Radio Frequency Identification applications -Service-Oriented Architecture of business systems -Technology in New Product Development