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The effect of consumer rights awareness on attitude and purchase intention in the hotel industry: Moderating role of demographic characteristics

Author

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  • Charles Makanyeza
  • Tendai Douglas Svotwa
  • Olumide Jaiyeoba

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.

Suggested Citation

  • Charles Makanyeza & Tendai Douglas Svotwa & Olumide Jaiyeoba, 2021. "The effect of consumer rights awareness on attitude and purchase intention in the hotel industry: Moderating role of demographic characteristics," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1898301-189, January.
    • Handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1898301
    DOI: 10.1080/23311975.2021.1898301
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    Cited by:

    1. A Anusuya & V Darling Selvi, 2023. "Do Demographic Variables Dominate the Awareness of Consumer Rights: An Analytical Purview," ComFin Research, Shanlax Journals, vol. 11(3), pages 20-25, July.
    2. Perić Goran & Dramićanin Sandra & Sekulić Dejan, 2022. "Protective Measures Against COVID-19 and their Impact on Guest Satisfaction and Behaviour Intentions: The Case of the Hotel Industry of Serbia," Economic Themes, Sciendo, vol. 60(4), pages 533-549, December.

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