Beyond the Buzzword: Unleashing Gemini’s Potential for Creating High-Performing Marketing Content

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F25%3A50023231" target="_blank" >RIV/62690094:18450/25:50023231 - isvavai.cz</a>

Výsledek na webu

<a href="https://ojs.istp-press.com/jait/article/view/898" target="_blank" >https://ojs.istp-press.com/jait/article/view/898</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.37965/jait.2025.0898" target="_blank" >10.37965/jait.2025.0898</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Beyond the Buzzword: Unleashing Gemini’s Potential for Creating High-Performing Marketing Content

Popis výsledku v původním jazyce

This study investigates the adoption of Gemini, an AI-powered chatbot, in the tourism and hospitality industry by extending the Technology Acceptance Model (TAM). The research introduces knowledge-sharing motivation (KSM) as a key mediating variable to better understand user intentions. A conceptual framework was developed incorporating perceived ease of use (PEOU), perceived usefulness (PU), user satisfaction (US), and KSM. Data were collected from 342 AI users in Pakistan and analyzed using structural equation modeling and bootstrapping techniques. The results confirm that PEOU, PU, and US significantly influence the intention to use Gemini. Additionally, KSM plays a mediating role in these relationships, reinforcing its importance in the extended TAM framework. This research advances TAM by integrating KSM, offering new insights into AI-driven customer engagement. It provides practical implications for the design and implementation of intuitive, beneficial, and collaborative AI interfaces in the tourism and hospitality sector.

Název v anglickém jazyce

Beyond the Buzzword: Unleashing Gemini’s Potential for Creating High-Performing Marketing Content

Popis výsledku anglicky

This study investigates the adoption of Gemini, an AI-powered chatbot, in the tourism and hospitality industry by extending the Technology Acceptance Model (TAM). The research introduces knowledge-sharing motivation (KSM) as a key mediating variable to better understand user intentions. A conceptual framework was developed incorporating perceived ease of use (PEOU), perceived usefulness (PU), user satisfaction (US), and KSM. Data were collected from 342 AI users in Pakistan and analyzed using structural equation modeling and bootstrapping techniques. The results confirm that PEOU, PU, and US significantly influence the intention to use Gemini. Additionally, KSM plays a mediating role in these relationships, reinforcing its importance in the extended TAM framework. This research advances TAM by integrating KSM, offering new insights into AI-driven customer engagement. It provides practical implications for the design and implementation of intuitive, beneficial, and collaborative AI interfaces in the tourism and hospitality sector.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Artificial Intelligence and Technology

ISSN

2766-8649

e-ISSN

2766-8649

Svazek periodika

5

Číslo periodika v rámci svazku

December

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

11

Strana od-do

583-593

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-105026894227