Research on Perceived Risk and Purchase Intention of Smart Hotel Consumption

With the advent of network information age, intelligent service facilities can be seen everywhere. Smart hotel is a new type of accommodation industry under the background of scientific and technological progress and customer consumption upgrading. This paper uses the questionnaire survey to explore the customers' cognition of smart hotel from three aspects: customers' perception and trust attitude towards smart hotel, consumption risk of purchasing smart hotel products and purchase intention of smart hotel. It is found that most customers have a certain degree of understanding of the smart hotel, and have a certain degree of recognition and acceptance of the smart hotel.The overall cognitive attitude of customers to smart hotel is relatively positive, and the perceived trust of customers has a significant positive impact on customers' purchase intention. Customers have a certain risk perception of smart hotel in terms of function, service and safety, but the impact of perceived risk on customers' purchase intention is not significant.