THE FACTORS INFLUENCE ON CONSUMER PURCHASE INTENTION TOWARD GREEN HOTEL IN XINJIANG, CHINA

Abstract

This research is aimed at studying the influence of demographics, green perceived value, and social responsibility on customer purchase intentions at green hotel in Xinjiang, China.The researcher used the questionnaire as the research tool and collected data from 500 samples of customers who will stay at the green hotel in Xinjiang. Statistics used to analyze data were descriptive statistics including Frequency, Percentage, Mean, Standard Deviation, Standard Deviation, and inferential statistics including independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression at the statistical significance level of 0.05. The results found that most of the respondents were female, 18-24 years old, education level of bachelor, occupation of company worker and monthly income of more than 10,000 CNY. The first hypotheses were tested, and the results found that the differences in education and income had a significant effect on different purchase intentions of green hotel in Xinjiang, China.For the second hypotheses tested, the results found that functional value, emotional value, social value, monetary value, epistemic value have a significant influence on customer purchase intention green hotel in Xinjiang, China. For the last hypotheses tested, the results also found that ethical, legal, philanthropic and economic have a significant influence on customer purchase intention green hotel in Xinjiang, China.