The effect of motivated consumer innovativeness on the intention to use chatbots in the travel and tourism sector

ABSTRACT This study explores the dimensions of motivated consumer innovativeness (functional, social, hedonic, and cognitive) in the context of the travel and tourism industry and examines how they influence consumers’ attitude, trust and intention to use chatbot services. The results show that all dimensions of motivated consumer innovativeness positively impact attitude, while only functional and cognitive dimensions positively affect trust building, leading to consumers’ chatbot usage intentions. These findings provide insights into what motivates consumers traditionally comfortable with using human assistance to develop behavioral attitude and intention to use chatbots to make online tour and travel-related queries.