KOREASCHOLAR

PERCEIVED HOTEL INNOVATIVENESS AS THE DRIVER OF CUSTOMER INTERACTIVITY: A DUAL-PATH MODEL

Emily Ma, Yun Zhang, Wei Xi, Feng Zeng Xu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401174
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.786-789
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The study proposed a dual-path model to examine the relationship between customer perceived hotel innovativeness and customers’ interactivity, building the signaling theory. The model was tested with hotel customers from China. The findings suggest that customers’ perceived hotel innovativeness not only has a positive and direct impact on their interactivity, it also indirectly contributes to customers’ interactivity via two indirect paths, one featuring a cognitive-economic motivation pathway and the other featuring an affective-motivation pathway.

Keyword
Perceived Hotel InnovativenessCustomer Perceived ValuePositive AffectMotivationCustomer Interactivity
Table Content
ABSTRACT
INTRODUCTION
RESEARCH METHOD
FINDINGS AND DISCUSSIONS
References
Author
  • Emily Ma(University of Massachusetts)
  • Yun Zhang(Shandong University)
  • Wei Xi(Shandong University)
  • Feng Zeng Xu(Shandong University)