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http://dx.doi.org/10.14400/JDC.2018.16.5.105

Effects of Hotel Using Experience on Customers' Purchase and Behavior Intention  

Han, Jin-Young (Dept. of Hotel Management, Catholic Kwandong University)
Publication Information
Journal of Digital Convergence / v.16, no.5, 2018 , pp. 105-113 More about this Journal
Abstract
The purpose of this study was to find out the effects of the hotel using experience on customers' purchase and behavior intention. For this study, a total of 306 questionnaires among collected data for customers who hotel using experience at five star hotels located in Seoul from April 1, 2015 to April 30, 2015 was to ensure a valid sample. As a result of the experiments which conducted by factor analysis and regression analysis, it shows 1% level positive significant effects in purchase and continual purchase intention of "emotional experiencer", "physical experience factor", "continuous experience factor", and "superior experience factor", but it is 10% level significant effects in continual purchase intention positively effected continual purchase intention of "physical experience factor". Also, it shows 1% level positive significant effects on hotel customers' intention of reused, intention of suggestion, intention of recommendation of "emotional experiencer", "physical experience factor", "continuous experience factor", and "superior experience factor". From the study, it is expected to build hotel-customer relationship and brand level of awareness for activating customers' loyalty.
Keywords
Hotel; Hotel using experience; Purchase intention; Customer behavior; Customers' loyalty;
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Times Cited By KSCI : 3  (Citation Analysis)
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