Effects of paradoxical mindset on tourists’ eWOM and revisit intentions

Drawing on the value–attitude–behavior (VAB) model, the current study aims to identify the determinants that inspire customers’ electronic word-of-mouth (eWOM) and revisit intention in unmanned smart hotels in addition to the moderating influence of perceived risks. Furthermore, a multigroup analysis was conducted to investigate the differences between business and leisure tourists. This study adopts a quantitative approach where data is gathered from 396 unmanned smart hotel customers from China. Structural equation modeling was employed to test the proposed relationships. The results indicate that experience co-creation, memorable smart hotel experience, hedonic value, and utilitarian value significantly and positively influence the eWOM and revisit intention of unmanned smart hotels. For moderating relationship, privacy risk serves as a full moderator in the relationship between hedonic value, utilitarian value and attitude as well as eWOM and revisit intention. However, performance risk is found to be a partial moderator since it only moderates between perceived values and attitude but not between perceived values and related behavioral intentions. Meanwhile, results reveal the differences in moderating effects between business and leisure travelers. These findings provide important insights into whether, how, and for whom perceived values yield positive marketing outcomes, and offer practical guidance for smart hotel managers and smart devices manufacturers on how to provide better experiences for their customers.