Does value matter? Predicting hotel employees’ intentions towards the adoption of Technologies 4.0

Abstract

ABSTRACT This study examines value perceptions and behavioural intention of hotel employees on the adoption of Technologies 4.0. Grounded on the Perceived Value Model (PVM), this study extends the PVM to predict factors influencing hotel employees’ intention towards Technologies 4.0. Also, the mediating effect of perceived value in the relationship between perceived usefulness and technology effort on behavioural intention was assessed. Following positivist’s paradigm, quantitative data were gathered from upscale hotel employees using structured survey and PLS-SEM analysis. The results revealed some significant predictors of perceived value. Also, perceived usefulness, technology effort and perceived value were found to significantly influence respondents’ behavioural intention towards Technologies 4.0. Interestingly, perceived value played a complementary partial mediation among the predictors of behavioural intention. Essentially, the originality of the study lies in considering benefits and sacrifice value predictors of Technologies 4.0 and its’ mediation ability. Theoretical and industry implications have been discussed.