Motivation, evaluation and risk for consumer approach behaviors in smart hotel: a cumulative prospect theory with a fuzzy-set approach

Purpose This study aimed to explore the complex interplay of motivation factors (i.e. efficiency, reliability, curiosity, fun and excitement, contact-free and personalization), cognitive evaluation factors (i.e. experience quality and perceived value) and risk factors (i.e. discomfort and insecurity) as these affect consumer approach intentions in the smart hotel context. It also aimed to examine the risk aversion principle based on a cumulative prospect theory. Design/methodology/approach Using a fuzzy set approach, the study determined the optimal combinations of motivation, cognitive evaluation and risk factors on approach intentions toward smart hotels. Furthermore, a necessary condition analysis was conducted to identify the critical antecedents for approach intentions. Findings Multiple causal recipes of high and low scores on approach intentions for all antecedents were identified. The results showed the more powerful impact of motivation and cognitive evaluation factors than of risk factors for approach intentions toward smart hotel. Originality/value This study uniquely applies cumulative prospect theory to integrate key behavioral factors in smart hotel and uses fuzzy set and necessary condition analyses to reveal complex decision patterns often overlooked in prior research. The findings offer practical insights for hotel managers to craft personalized, low-risk guest experiences.