An empirical study on customers’ gambling intention in AI-supported casinos

Abstract

Purpose This study aims to synthesize a research model based on artificial intelligence (AI) applications in the casino setting. The model incorporates the technology acceptance model (TAM) along with three external drivers, including factors pertinent to personal traits (i.e. openness), AI technology (i.e. visibility, security and social influence) and context (i.e. monetary motivation). Design/methodology/approach An empirical study was conducted with 354 casino patrons. Partial least squares-structural equation modeling was used to test the proposed relationships. Findings The results reveal that openness, security and monetary motivation are significant antecedents of perceived usefulness. Visibility and social influence have significant direct effects on the intention to gamble in AI-supported casinos. Originality/value This study reinvestigates the TAM model from the casino customers’ AI decision support perspective to illustrate both the direct and mediating effects of perceived usefulness and ease of use on such a system. It highlights the salience of social influence, personality traits and monetary motivation on the propensity to adopt AI. It also contributes to the casino literature by showcasing the role of technology in directing patrons’ decisions.