Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/270243 
Year of Publication: 
2021
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 8 [Issue:] 1 [Article No.:] 1898301 [Year:] 2021 [Pages:] 1-18
Publisher: 
Taylor & Francis, Abingdon
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.
Subjects: 
Consumer action
consumer attitude
consumer intention
consumer rights
consumer rights awareness
knowledge of consumer rights
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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