Ảnh hưởng của các yếu tố chất lượng chatbot đến hành vi đồng sáng tạo giá trị của du khách: tiếp cận theo khung SOR
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Author
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Nguyễn Thị Bích ThuỷTrường Đại học Kinh tế - Đại học Đà Nẵng, Đà Nẵng, Việt NamPhạm Thái Mỹ TịnhTrường Đại học Kinh tế - Đại học Đà Nẵng, Đà Nẵng, Việt NamNguyễn Viết VĩnhTrường Đại học Kinh tế - Đại học Đà Nẵng, Đà Nẵng, Việt Nam
Từ khóa:
Đồng sáng tạo giá trị
Chatbot
chất lượng hệ thống thông tin
nhận thức tính hữu ích
nhận thức tính thú vị
Tóm tắt
Đồng sáng tạo giá trị ngày càng có ý nghĩa để gia tăng sự trải nghiệm đáng nhớ, cá nhân hóa cho du khách. Khi ngành du lịch ứng dụng ngày càng mạnh mẽ công nghệ thông minh, nghiên cứu để giải thích cơ chế thực hiện đồng sáng tạo giá trị trong môi trường ảo đang còn bị bỏ qua. Nghiên cứu này kết hợp mô hình về sự thành công của hệ thống thông tin, TAM và đồng sáng tạo giá trị để dự đoán hành vi đồng sáng tạo của khách du lịch với Chatbot trên nền tảng khung lý thuyết SOR. Phân tích dữ liệu thu thập từ 281 người dùng Chat GPT cho chuyến du lịch, kết quả cho thấy chất lượng thông tin, chất lượng dịch vụ, chất lượng hệ thống tác động đến nhận thức hữu ích và nhận thức tính thú vị và từ đó ảnh hưởng đến hành vi đồng sáng tạo giá trị. Các hàm ý cho thiết kế Chatbot để gia tăng hành vi đồng sáng tạo giá trị của du khách cũng đã được đưa ra trên cơ sở kết quả nghiên cứu.
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Nguyễn Thị Bích Thuỷ, Phạm Thái Mỹ Tịnh, và Nguyễn Viết Vĩnh. “Ảnh hưởng của các yếu tố chất lượng Chatbot đến hành Vi đồng sáng tạo Giá trị của Du khách: Tiếp cận Theo Khung SOR”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 21, số p.h 10, Tháng Mười 2023, tr 1-7, https://jst-ud.vn/jst-ud/article/view/8513.
