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Driving Service Innovation through AI Chatbot Adoption in Aviation |
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| รหัสดีโอไอ | |
| Creator | Tanikan Pipitwanichakarn |
| Title | Driving Service Innovation through AI Chatbot Adoption in Aviation |
| Publisher | คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏลำปาง |
| Publication Year | 2568 |
| Journal Title | Journal of Modern Management Science |
| Journal Vol. | 18 |
| Journal No. | 2 |
| Page no. | 46-54 |
| Keyword | technology acceptance model, machine learning, artificial intelligence, chatbot, aviation |
| URL Website | https://so03.tci-thaijo.org/index.php/JMMS |
| Website title | เว็บไซต์วารสารวิทยาการจัดการสมัยใหม่ |
| ISSN | 2673-0367 |
| Abstract | The AI chatbot, a cutting-edge technology powered by artificial intelligence, is transforming the aviation industry. Understanding what drives consumers to adopt chatbots is essential to realize their potential benefits, including boosting revenue and increasing customer lifetime value. Moreover, chatbot adoption has practical implications for marketing strategies tailored to distinct user segments. This study aims to develop an effective model for forecasting AI chatbot adoption. To achieve this, several machine learning techniques were evaluated, with the Random Forest algorithm demonstrating the highest predictive performance and thus selected as the final model. The findings reveal that perceived personalization, perceived usefulness, and perceived ease of use are key predictors of adoption. By examining consumers’ decision-making routes toward AI chatbot adoption in aviation, this study increases the granularity of our understanding of the customer journey—a journey that culminates in ticket purchases and enhanced overall satisfaction, which in turn foster greater engagement. These insights can help aviation businesses design marketing strategies that emphasize personalization, thereby encouraging stronger user engagement across their websites. |
