From initial coolness to deeper thinking processes in AI tour-planning agent usage: A Cognitive-Affective-Conative framework and hybrid PLS-FSQCA-ANN approach

Abstract

Artificial Intelligence (AI) agents are increasingly central to tour planning, yet the mechanism by which perceived “coolness” of AI agents translates into engagement behaviors remains under-examined. Grounded in Cognitive-AffectiveConative framework, this study investigates how the coolness characteristic of AI agents drives reasons for (i.e., personalization, convenience, and superior functionality) as well as reasons against (i.e., privacy concerns, need for personal interaction, tradition barriers). It further examines how these reasons determine users’ enjoyment and value co-creation, which in turn predict their engaging behaviors. This study employs a hybrid analytical approach, combining partial least squares structural equation modeling (PLS-SEM), fuzzy-set qualitative comparative analysis (fsQCA), and artificial neural networks (ANN), using survey data from 357 respondents. The PLS-SEM results indicate that coolness positively affects both reasons for and reasons against, while also exerting a positive impact on enjoyment and value cocreation. Furthermore, reasons for enhance enjoyment and value co-creation, whereas reasons against diminish them. Value co-creation emerges as the strongest predictor of intention to use and partially mediated the relationship between coolness and intention to use; optimism demonstrates a direct positive effect on intention and moderates key relationships. Complementing the above results, fsQCA analysis identified multiple configurations leading to high intention to use, primarily combinations of high levels of enjoyment and value co-creation with low levels of reasons against. ANN sensitivity analysis confirmed the dominant position of value co-creation. These findings position “coolness” as an initial stimulus initiating dual affective and cognitive mechanisms, thereby offering guidelines for designing AI agents to foster co-creative planning while minimizing barriers.