Effects of MZ Generation Customers’ Consumption Values and Brand Image on Hotel Room Purchase Intention: The Moderating Role of Information Quality

Key Points

• The aim is to analyze how consumption values and brand image affect hotel room purchase intention, particularly focusing on moderating information quality.
• Conducted an online survey with MZ generation customers who have recent hotel experience.
• Analyzed data using SPSS and AMOS for empirical analysis.
• Examined relationships between consumption values, brand image, and purchase intention.
• All dimensions of consumption values significantly impact purchase intention.
• Brand image factors like prestige, value for money, and reputation also significantly influence purchase intention.
• Information quality moderates the effects, with high quality enhancing the impact of consumption values and brand image on purchase intention.