Research Project Details

Customers’ Behavioural Intention to Use Voice‐Based Artificial Intelligence to Find the Appropriate Hotels and Resorts in Bangladesh

Project ID: WUB/2022/P1/005

Project Duration: 2022 - 2023

Project Leader: Dr. Selim Ahmed, (Department of Business)

Project Members: Ujjal Yaman Chowdhury & Md. Iftekharul Islam Bhuiya,

The voice-based artificial intelligence is a useful tool that provides essential information about various aspects. Google Assistant is one of the voice-based artificial intelligence tools which help users to get information about something and find the appropriate locations. The present study will investigate the customers' behavioural intention to use voice-based artificial intelligence (Google Assistant) to find the appropriate hotels and resorts in Bangladesh. This study will also investigate the influences of information quality, system quality, privacy, and novelty value on attitude and behavioural intention to use voice-based artificial intelligence for finding the appropriate information and location of the hotels and resorts in Bangladesh. This study will use a purposive sampling method to collect data from the respondents who are the customers of the hotels and resorts in Bangladesh. A self-administered survey questionnaire will be used to distribute the survey questionnaires to obtain 400 responses from different places in Bangladesh. After collecting the data, the reliability and validity of the constructs and hypotheses will be tested through Partial Least Squares – Structural Equation Modeling (PLS-SEM). The study's findings will provide essential guidelines for practitioners to understand the impacts of information quality, system quality, privacy, and novelty value on attitude and behavioural intention to use voice-based artificial intelligence to find the appropriate hotels and resorts to meet customers' needs and expectations.