Makanyeza, Charles, Svotwa, Tendai and Jaiyeoba, Olumide (2021) The effect of consumer rights awareness on attitude and purchase intention in the hotel industry: moderating role of demographic characteristics. Cogent Business and Management, 8 (1):1898301. pp. 1-18. ISSN 2331-1975 (Online) (doi:https://doi.org/10.1080/23311975.2021.1898301)

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Abstract

This study examines the effect of consumer rights awareness on consumer attitude and consumer intention, the effect of consumer attitude on consumer intention, and the moderating effects of gender, age and education on the effect of consumer rights awareness on both consumer attitude and intention. Using data from a sample of 366 hotel guests, the study employs structural equation modelling and moderated regression analysis to test the research hypotheses. Results indicate that consumer rights awareness has a positive effect on both consumer attitude and intention while consumer attitude has a positive effect on consumer intention. Results further indicate that education moderates the effect of consumer rights awareness on both consumer attitude and intention while gender and age do not. The study is among the pioneers to examine the effect of consumer rights awareness on both consumer attitude and behavioural intention and to test the moderating effects of demographic characteristics on these relationships.

Item Type:	Article
Uncontrolled Keywords:	consumer action; consumer attitude; consumer intention; consumer rights; consumer rights awareness; knowledge of consumer rights
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	07 May 2024 08:51
URI:	http://gala.gre.ac.uk/id/eprint/47012

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