Behavioral Intention to Use AI-Chatbot among University Tourism Students: The Mediating Role of Learning Motivations

Abstract

The research aims to discover the role of the TAM model in enhancing learning motivation among tourism students. In addition, it examines to what extent learning motivation affects the behavioral intention of an AI Chatbot adopting the TAM model. Finally, it clarifies the mediating role of learning motivation in the relation between the TAM model and behavioral intention to adopt the Chatbot Model. The current research utilized a questionnaire as a quantitative approach to collect primary data from tourism students, the valid responses were 347 and the research deployed SMART-PLS for statistical analysis. The results demonstrated that the TAM model positively affects learning motivation among tourism students. Besides, learning motivation positively affects the behavioral intention to adopt an AI Chatbot. Learning motivation partially mediates the relationship between the TAM model and behavioral intention to adopt an AI Chatbot. The research presents effective practical implications for ensuring a good Chatbot experience among tourism students. These implications will facilitate and enhance the learning process of tourism students.