Does consumers’ reveal engagement behaviours in artificial intelligence (AI)-based technologies? The dynamics of perceived value and self-congruence

Although tourism service-environments have increasingly used artificial intelligence (AI), limited research has explored the dynamics of AI-related factors on consumer engagement and behaviours in AI-based hotel service environment. Responding this gap, following Stimulus-Organism-Response (SOR)-perspective, this research analyzes the effects of consumers’ AI-perceived performance-expectancy, effort-expectancy, perceived-trust and anthropomorphism on perceived-value, consumer-engagement-behaviours (CEBs) and adoption intention in hotel context. Using online-survey, data has been collected from Indian hotel-consumers, who had previously adopted AI-technologies/services, examined through partial least squares-structural equation modeling. First, results exposed significant impact of AI-perceived performance expectancy, effort-expectancy, trust and anthropomorphism on perceived value. Second, results uncovered that perceived value's positive influence on CEBs and adoption intention. Third, perceived value mediated the relationship among proposed factors. Finally, findings showed a positive moderating interaction-effect of self-congruence between perceived-value and CEBs/adoption intention. This research offers key theoretical and managerial contributions to AI-related factors, AI-technologies/services, perceived value and CEBs in hospitality industry.