Psychological Factors in Consumer Acceptance of Artificial Intelligence in Leisure Economy: A Structural Equation Model

In global economics, Artificial Intelligence (AI) developed rapidly along with mobile internet, big data and sensor network. Technology becomes a key segment of an innovation system that affects global tourism. To analyze the pattern of technology in tourism leisure economy is to determine the critical mechanism of the innovation network in global tourism. This paper examines the psychological factors affecting the adoption of AI in leisure economy by individual consumers. 560 valid Data was analyzed via structural equation modeling. Based on the study results, expected performance of AI, social circle, facilitating conditions, pleasure derived from using AI, price value, and user habit significantly influence AI adoption. And Personal Innovativeness is verified as a new factor in the integrated research model. This study contributes to the explanation of the determinants in AI acceptance and provides an insight for AI manufacturers or leisure industries to better understand consumer behaviors.