摘要
在数字化转型浪潮下,智慧服务已成为酒店业重构服务生态的核心驱动力。本文基于整合型技术接受与使用理论(UTAUT),构建包含绩效期望、努力期望、社会影响、便利条件4个核心变量,以及技术信任、感知风险、个人创新3个外围变量的理论模型,探究消费者对酒店智慧服务的接受机制。通过问卷调查法收集492份有效样本,采用结构方程模型(SEM)与Bootstrap方法进行实证检验。研究发现:(1)绩效期望、社会影响、便利条件、个人创新、技术信任对使用意愿具有显著正向影响;(2)感知风险与使用意愿间存在负向影响,努力期望对使用意愿的影响并不显著。据此提出理论层面从技术理性与社交情感相结合的角度构建提升酒店智慧服务接受度的实现路径,实践层面实施“界面适老化设计-服务场景分级-用户精准营销”三维优化策略,为酒店智慧化发展提供决策依据。
Under the wave of digital transformation,smart services have become the core driving force for reconfiguring the service ecology in the hospitality industry.Based on the integrated technology acceptance and use theory(UTAUT),this study constructs a theoretical model containing four core variables,namely,performance expectation,effort expectation,social influence,and convenience conditions,and three peripheral variables,namely,technology trust,perceived risk,and personal innovation,to explore the consumer acceptance mechanism of smart hotel services.A total of 492 valid samples are collected by questionnaire survey method,and empirical tests are conducted by using the structural equation modeling(SEM)and Bootstrap method.The research findings are as follows:(1)performance expectation,social influence,convenience,personal innovation,and technology trust have significant positive effects on the willingness to use;(2)there is a negative effect between perceived risk and willingness to use,and the effect of effort expectation on willingness to use is not significant.Accordingly,it is proposed to construct a realization path for enhancing the acceptance of intelligent hotel service from the perspective of combining technical rationality and social emotion at the theoretical level.At the practical level,a three-dimensional optimization strategy of"elderly-friendly interface design--service scenario classification--precise user marketing"is implemented to provide decision-making basis for the smart development of hotels.
作者
赵耀
孟丽琴
ZHAO Yao;MENG Li-qin(School of Hotel Management,Guilin Tourism University,Guilin,Guangxi 541006,China;School of Foreign Languages,Guilin Tourism University,Guilin,Guangxi 541006,China)
出处
《河北旅游职业学院学报》
2026年第1期53-61,共9页
Journal of Hebei Tourism College
基金
2023年广西“四新”研究与实践项目“广西涉旅本科院校服务乡村振兴战略模式与实践研究”(编号:XNK2023018)。
关键词
消费者
酒店业
智慧服务
接受度
consumer
hotel industry
smart service
acceptance
