Dimensions Affecting Consumer Acceptance towards Artificial Intelligence (AI) Service in the Food and Beverage Industry in Klang Valley

Abstract

Artificial Intelligence (AI) is a computational approach that aims to approximate human intellect in a more simplified way in order to address technical issues that are beyond the scope of traditional computer approaches. According to the evolution of technology, AI had made their presence in almost every business such as food and beverage. The presence of AI is benefiting food makers and merchants by assisting them in better understanding their consumer through AI. Therefore, the objectives of the research to focusing on factors that affects consumer’s acceptance towards AI service in the food and beverage industry. Factors that include convenience and service quality adopted from is known as AISAQUAL. It consists of 6 dimensions which are efficiency, security, availability, enjoyment, contact and anthropomorphism. In this study, a total of 401 respondents were collected, specifically respondents who had experienced AI service in the food and beverage industry. All data collected was analyze through Statistical Package for Social Science (SPSS) and various type of analysis which include reliability test, normality test, Pearson Correlation Test and Regression test were used in this study to measure the data collected. In short, the result shown that there is a relationship betweenconvenience, security, contact, availability and anthropomorphism towards consumer acceptance on AI in the food and beverage industry. Meanwhile efficiency and enjoyment dimensions were not affecting much on consumer acceptance towards AI service in the food and beverage industry in Klang Valley.