Constructing a methodological approach to examine the determinants affecting purchase intention through perceived risk in the hotel context

Loh, E. G. Y. * and Stephenson, M. L. * and Nezakati, H. * (2021) Constructing a methodological approach to examine the determinants affecting purchase intention through perceived risk in the hotel context. Journal of Marketing Management and Consumer Behavior, 3 (2). pp. 17-34. ISSN 2371-3615

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Abstract

Purchase intention is one of the most widely studied areas in relation to the analysis of consumer markets due to the constantly changing micro and macro environments surrounding businesses. This study aims to provide hotel stakeholders with an understanding on the factors which affect purchase intention. A methodological approach is constructed to examine the effect of leniency of hospitality service policies, e-servicescape and price sensitivity, and the moderating role of perceived risk on purchase intention in the online hotel booking context. The analysis of data will be carried out using Statistical Package for Social Sciences, particularly focusing on factor analysis, regression analysis and descriptive statistics. This study is expected to contribute to the field of marketing in the hotel context, where managers of accommodation establishments would be able to improve brand strategies to appeal to a new wave of customers.

Item Type: Article
Uncontrolled Keywords: e-Servicescape; Hotel Policies; Perceived Risk; Price Sensitivity Purchase Intention
Subjects: H Social Sciences > HM Sociology
T Technology > TX Home economics
Divisions: Sunway University > School of Hospitality and Service Management [formerly School of Hospitality until 2020]
Sunway University > Sunway Business School [formerly Sunway University Business School until 2023] > Dept of Marketing Strategy and Innovation [formerly Dept. Marketing]
Depositing User: Dr Janaki Sinnasamy
Related URLs:
Date Deposited: 17 Feb 2021 05:02
Last Modified: 17 Feb 2021 05:03
URI: http://eprints.sunway.edu.my/id/eprint/1597

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