生成式人工智能对旅游信息采纳行为的影响研究OACHSSCD
Research on the Impact of Generative Artificial Intelligence on Tourism Information Adoption Behavior:An Integrated Perspective of TTF and TPB
为研究整合任务-技术适配理论(TTF)与计划行为理论(TPB),通过结构方程模型分析 379 份问卷数据,探讨生成式人工智能对旅游信息采纳意愿的影响路径.研究发现:任务特征与技术特征正向促进任务技术适配;任务技术适配既直接提升旅游信息采纳意愿,也通过行为态度的部分中介产生间接影响;行为态度与主观规范显著正向影响采纳意愿,而知觉行为控制作用不显著.研究成果为旅游企业设计生成式人工智能服务提供理论参考.
This study integrates the Task-Technology Fit(TTF)theory and the Theory of Planned Behavior(TPB)to examine the influence of generative artificial intelligence on the willingness to adopt tourism information through structural equation modeling analysis of 379 questionnaire re-sponses.The findings reveal that task characteristics and technology characteristics positively promote task-technology fit.Task-technology fit not only directly enhances the willingness to adopt tourism information but also exerts an indirect influence through the partial mediation of behavioral attitude.Behavioral attitude and subjective norm significantly and positively affect adoption willingness,while perceived behavioral control shows no significant effect.The research outcomes offer theoretical insights for tourism enterprises in designing generative artificial intelligence services.
余菲;王儒
铜陵学院 管理学院,安徽 铜陵 244061铜陵学院 管理学院,安徽 铜陵 244061
管理科学
生成式人工智能任务-技术适配计划行为理论旅游信息采纳
generative artificial intelligenceTask-Technology FitTheory of Planned Behaviortourism information adoption
《牡丹江师范学院学报（哲学社会科学版）》 2026 (2)
64-73,10
安徽省教育厅科研项目"信息不对称视角下地理标志产品供应链中机会主义行为的治理机制研究"(2025AHGXSK40211)铜陵学院皖江课题"乡村振兴背景下乡村旅游促进皖江地区城乡融合机制研究"(2025tlxywjz38)
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