FACTORS AFFECTING PURCHASE INTENTION OF YOUNG CHINESE TRAVELERS IN BOOKING HOSTEL ONLINE

Abstract

Purpose The purpose of this research is to discuss the influence of perceived price, perceived quality, trust, perceived risk and perceived value on the purchase intention of hostel for young Chinese travelers. Method This research uses quantitative research. Respondents are 305 Chinese citizens and use questionnaires to collect data, a total of 37 questions in the questionnaire and 7-point likert scale. This research uses purposive sampling, and use Kasier Mayer Olkin (KMO) and Bartlett's Test for data validation tests and Cronbach's alpha for reliability testing, and finally use Structural Equation Mode to test hypotheses. Findings This research finds that perceived value is influenced by trust and purchase intention is influenced by perceived price and perceived value. Moreover, perceived price and perceived quality have no significant effect on perceived value, trust and perceived risk have no significant effect on purchase intention. Originality/value This research focuses on testing the factors that influence the customer’s intention to purchase the hostel. In order to better understand the young Chinese traveler’s intention to stay at hostel. The respondents in this research are Chinese citizens who staying in the hostel at least two times because they know more about the hostel.