FORECAST THE USE OF TRAVEL WEBSITES USING THE THEORY OF PLANNED BEHAVIOR
DOI:
https://doi.org/10.60101/rmuttgber.2024.276332Keywords:
TPB, Travel Website, AI, artificial intelligenceAbstract
Given the digital era's use of artificial intelligence (AI) in any field, the goal of this article is to investigate the use of the Theory of Planned Behavior (TPB) for forecasting travel websites utilizing AI applications. A total of 120 respondents who used both websites and chatbots were polled. The survey questionnaire elements were adapted from TPB and AI-enabled travel websites. Purposive random sampling was used to randomly assign the sample. Multiple regression analysis, correlation analysis, and descriptive statistics were utilized to investigate the acquired data. The results show that there are correlations among the variables that are included in the model framework. This study used TPB, as demonstrated by the regression equation: Y=0.07+0.46A+0.36S+0.16CB, with a strong R2 of 0.66. These findings demonstrate how well TPB understands and predicts user behavior in the context of AI-driven travel website usage.
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Copyright (c) 2024 kritiya Rangsom, Wasun Khan-Am
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