Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example

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Case Analysis of Generative AI Adoption and Application Based on the UTAUT Theory: Taking Ctrip's TripGenie Intelligent Travel Chatbot as an Example

This study takes TripGenie, an intelligent travel chatbot jointly developed by Trip.com (affiliated with Ctrip) and Microsoft, as a case study. Combined with the core framework of the Unified Theory of Acceptance and Use of Technology (UTAUT), it systematically analyzes the adoption logic and applic...

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Bibliographic Details
Main Authors:	Sun, Dongshuo, Leong, Wai Yie
Format:	Article
Language:	English English
Published:	INTI International University 2025
Subjects:	GV Recreation Leisure QA75 Electronic computers. Computer science T Technology (General)
Online Access:	http://eprints.intimal.edu.my/2176/ http://eprints.intimal.edu.my/2176/1/joit2025_10.pdf http://eprints.intimal.edu.my/2176/2/725

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