Author
Mohammad Alimohammadirokni
Recent research
Crafting the future of drinks: a TAM and Jd-R perspective on bartenders’ AI adoption
As AI transforms hospitality, its role in creative areas like bartending is underexplored. This study uses the Technology Acceptance Model and Job Demands-Resources theory to examine bartenders’ adoption of AI tools for drink creation. A survey of 384 U.S. bartenders analyzed the...