..., in turn, influence their satisfaction and continuance intentions. In addition, it innovatively focuses on how effort expectancy moderates the relationship between AI attributes and tourists’ memorable experience. Design/methodology/approach This study uses a convenient yet nationally representative...

... and then participants were asked to complete a questionnaire based on their user experience. Partial least square technique was used to perform a path analysis on the model. Findings Social influence and effort expectancy have significant direct influence on reuse intention. Social influence increases the trust level...