“I Am Here to Assist Your Tourism”: Predicting Continuance Intention to Use AI-based Chatbots for Tourism. Does Gender Really Matter?

Abstract

AI-based chatbot, a typical product of human–computer interaction (HCI), is widely employed by tourism service providers. However, there is a lack of research on the determinants that explain why customers continuously use chatbots for tourism. Based on the Unified Theory of Adoption and Use of Technology 2 (UTAUT2), the Theory of Perceived Risk (TPR), anthropomorphism, and personalization, this research developed an integrated model to investigate the determinants behind customers’ continuance intention to use chatbots for tourism. In addition, the moderating role of gender differences in the relationships between determinants and continuance intention was tested. The analysis based on a sample of 613 users highlighted the positive effects of performance expectancy, social influence, habit, anthropomorphism, and personalization. However, the findings showed that time risk and privacy risk have negative influences. Although the moderating test did find two differences due to gender, many other relationships showed no differences between male and female.