Abstract: With the development of artificial intelligence (AI), Internet of Things and other technologies, unmanned hotels have gradually emerged, following unmanned models such as unmanned supermarkets, unmanned restaurants, and unmanned driving A new triadic interaction theory model based on self-efficacy and perceived value is used as the research framework, and a theoretical model of consumers’ use intentions of unmanned hotels is constructed by embedding two influencing factors of subjective norms and trust 407 valid questionnaires were collected through online and offline scenarios Data analysis and model testing were performed by using SPSS 200 and smart-PLS 30 The empirical results show that service quality and self-efficacy have a significantly positive impact on perceived value; security perception and hotel reputation have a significantly positive impact on consumer trust; perceived value, subjective norms, and trust have a significantly positive impact on consumers’ use intension; self-efficacy has no significant effect on consumers’ use intension and perceived privacy has no significant impact on trust Finally, according to the results, some marketing suggestions are provided for the managers of unmanned hotels

Key words:  social cognitive theory, subjective norms, trust, structural equation model, smart-PLS