Perception of artificial intelligence and intrinsic work motivation: evidence from Vietnam

Purpose This study aims to investigate how sales staff’s perceptions of AI (i.e. perceived usefulness (PU) and perceived ease of use (PEOU) drive their intrinsic work motivation through AI use experience (AUE) and how internal training (IT) moderates this process within tourism and hospitality business. Design/methodology/approach Rooted in the technology acceptance model (TAM), flow theory and self-determination theory (SDT), this study used exploratory sequential mixed-method design. Scale purification (EFA) and scale validation (CFA) were conducted using SPSS and AMOS and hypothesis testing results were validated using partial least squares structural equation modeling (PLS-SEM). Findings The results revealed that PU and PEOU positively influence AI-specific intrinsic work motivation (AI-IWM) indirectly, through the mediating role of AUE. Furthermore, IT positively moderates the relationships between perception of AI and AUE, which ultimately improves AI-IWM. Practical implications The findings offer valuable insight into service and hospitality management sectors aiming to enhance work motivation among sales staff through AI. Given the significant influence of intrinsic motivation among sales staff in tourism and hospitality businesses, organization with a focus on AI adoption at workplace must be mindful of negative influence of AI on employees’ work motivation and outcome. Originality/value This study enriched the understanding of the motivations underlying the perception of AI and intrinsic work motivation by integrating insights from the TAM, SDT and flow theory. This study provided valuable implication for research and practices in the service business sector.