The Impacts of Anthropomorphism and Perceived Control on Consumers’ Intention to Use Artificial Intelligence (AI) in Malaysian Food Service Industry: a Psychological Flow Process Perspective

Gan, Jean Li (2024) The Impacts of Anthropomorphism and Perceived Control on Consumers’ Intention to Use Artificial Intelligence (AI) in Malaysian Food Service Industry: a Psychological Flow Process Perspective. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

Artificial intelligence (AI) is rapidly transforming various industries, including the food service industry. AI has been shown to enhance productivity and optimise customer experiences. Restaurant brands worldwide are beginning to experiment with AI to streamline food service across the board. In Malaysia, the slow adoption of Industry 4.0, severe labour shortages and the shift to a post-pandemic contactless consumer lifestyle propels the need for AI adoption in the food service industry. However, there are challenges related to consumer acceptance, privacy and security concerns, and the impact on traditional service norms regarding AI implementation. Therefore, it is important to investigate the determinants that influencing consumers’ intention to use AI in the Malaysian food service industry to ensure the successful integration of AI and sustainable business growth in the post-pandemic era. Previous research on consumers’ intention to use AI mostly focuses on the technological standpoint, using traditional technology acceptance theories to predict nonintelligent technology acceptance. Therefore, this research aims to investigate the relationship between the consumer psychology dimension and the intention to use AI, as AI is distinct from conventional technologies due to its human likeness. Addressing this knowledge gap, this research extends the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), incorporating fundamental UTAUT2 variables—hedonic motivation, facilitating conditions as perceived control, and behavioural intention as the intention to use AI, along with crucial psychological variables—anthropomorphism and psychological ownership (supported by the psychological ownership theory). This extended framework aims to elucidate a psychological flow process underlying consumers’ intention to use AI in the Malaysian food service industry. This research investigates the direct and indirect relationships between anthropomorphism, perceived control, hedonic motivation, psychological ownership, and the intention to use AI. To implement the research objectives, data was collected from 434 respondents through an online self-administered questionnaire survey and analysed via employing Statistical Package for Social Sciences (SPSS) and Partial Least Square – Structural Equation Modelling (PLS-SEM). The statistical findings affirm all direct relationships and indirect relationships between anthropomorphism, perceived control, hedonic motivation, psychological ownership, and intention to use AI are significantly supported. The outcomes of this research contribute theoretical and managerial implications by demonstrating the substantial impact of consumer psychology on the intention to use AI. This research unravels the underlying consumers’ psychological pathways to the intention to use AI while exploring the interconnections among the determinants. This research concluded by highlighting some limitations and recommendations for future studies to further examine consumers’ intention to use AI.