...Chon In Ho; Henrique Fátima Boyol Ngan Purpose The rapid growth of artificial intelligence has raised an emerging trend of adopting virtual influencers (VIs) for hospitality promotions. This paper aims to investigate how VIs’ attributes affect consumers’ attitudes and purchase intention...

... and standard TAM elements on attitudes, consumer innovativeness and usage behaviour. Data from 710 respondents were analysed using partial least squares structural equation modelling. Findings The analysis revealed a robust correlation between attitudes and consumer innovativeness, significantly...

... model significantly impact attitude in the USA, whereas three dimensions significantly affect attitude in Bangladeshi. The findings also indicate that attitude is a key determinant of trust and behavioral intentions across both countries. Lastly, the moderating role of TRI was identified...

... chatbot experiences and analyzes their impact on future acceptance intentions through their attitudes toward the RMC chatbot service. Design/methodology/approach This study consists of three parts: developing a RMC chatbot prototype, testing the chatbot prototype and a customer survey based on experience...

...Jinsoo Hwang; Jinkyung Jenny Kim Purpose This study aims to propose the effect of five sub-dimensions of the expected benefits, which include compatibility, social influence, convenience, function and emotion on attitude and behavioral intentions. Design/methodology/approach A research model...

...Xi Leung; Sarah Tanford; Lan Jiang Purpose The purpose of this study was to explore the marketing effectiveness of hotel Facebook messages in terms of promoting favorable attitudes and behavior intentions among potential hotel guests Design/methodology/approach An online experiment...

... with the level of activation for non-attractive ones. Also, the positive attitude toward an attractive destination led to higher intention to visit that destination. Research limitations/implications – This study enhances the authors’ understanding of how tourists analyze destination images to reach...