PERFORMANCE ENHANCEMENT STRATEGY FOR FUEL CELLS USING A FUEL CELL - BATTERY HYBRID SYSTEM
Keywords:
Artificial Intelligence (AI); Human Resource Management (HRM); Ethical Concerns; Theory of UTAUT; Tourism Industry.Abstract
Ethical concerns related to algorithmic bias, privacy, and lack of transparency constitute a significant barrier to the adoption of AI. This study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) by incorporating ethical concerns (EC) as an independent variable that indirectly influences the intention to use AI through three mediating perceptions: effort expectancy, performance expectancy, and social influence. Data were collected from 174 human resource managers at large tourism companies in Vietnam and analyzed using CB-SEM with AMOS 26 software. The results confirm all six hypotheses: EC has a negative impact on effort expectancy (β = -0.296; p = 0.019), performance expectancy (β = -0.402; p < 0.001), and social influence (β = -0.379; p < 0.001); meanwhile, all three mediating variables significantly and positively predict the intention to use AI. These findings clarify that ethical concerns do not directly inhibit intention, but rather operate through a mechanism of dual perceptual erosion; thereby opening new avenues for intervention for tourism enterprises and AI policymakers.
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