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.

摘要

这项研究考察了消费者权利意识对消费者态度和消费者意图的影响，消费者态度对消费者意图的影响以及性别，年龄和教育对消费者权利意识对消费者态度和意图的影响的调节作用。利用来自366位酒店客人的样本数据，该研究采用结构方程模型和适度的回归分析来检验研究假设。结果表明，消费者权益意识对消费者态度和意愿都有积极影响，而消费者态度对消费者意愿有积极影响。结果还表明，教育可以缓解消费者权利意识对消费者态度和意愿的影响，而性别和年龄则不能。