民宿业主客互动对消费者重购意向的影响研究

The Influence of Host-guest Interaction on Consumers’Repurchase Intention in the Homestay Industry

对民宿内主客互动与消费者重购意向进行相关研究,并引入消费者满意度作为中介变量,采用问卷调查的方式取得数据,使用SPSS软件进行数据分析。分析结果显示:主客互动质量既能直接影响重购意向,又通过满意度间接影响消费者的重购意向。主客互动内部维度对重购意向均有影响,按影响程度降序排序为人际交往互动、延伸服务互动、常规服务互动。因此民宿经营者在做好服务互动的同时,也要重视与客人间的人际互动,以满足消费者身体及精神上的双重需求。

This paper studies the relationship between host-guest interaction and consumers’repurchase intention,and introduces consumer satisfaction as an intermediary variable.This paper uses questionnaire survey to obtain data,and uses SPSS for data analysis.The analysis results show that the quality of host-guest interaction can directly influence the repurchase intention and indirectly influence the repurchase intention of consumers through satisfaction.The three dimensions of host-guest interaction have different effects on repurchase intention.The order of influence degree is interpersonal interaction,extended service interaction and conventional service interaction.Therefore,home-stay operators should pay attention to the interpersonal interaction with guests as well as service interaction in order to meet the physical and spiritual needs of consumers.