Effects of cognitive, affective and normative drivers of artificial intelligence ChatGPT on continuous use intention

Abstract

Purpose This study aims to explore the interplay of cognitive, affective, and normative constituents for their potential acceptance or rejection of artificial intelligence (AI) and ChatGPTs in the hospitality and tourism context. Design/methodology/approach Using an advanced analytical approach (i.e. a fuzzy-set qualitative comparative analysis), the study tested hypotheses based on 474 responses from individuals who have used ChatGPT for hospitality and tourism information. Findings The study found multiple solutions, including cognitive, affective and normative drivers for strong and weak continuance intentions toward AI-based ChatGPT. Informativeness, one of the cognitive drivers, was found to be a necessary condition for achieving the desired outcome. Originality/value This research provides novel insights into the functionality of developing multiple configurations to predict complex travelers behaviors in the context of hospitality and tourism technology consumption.