An Empirical Analysis On Factors Influencing Repurchase Behavior Of Economic Hotel

With the rapid development of tourism, tourism hotel as the three pillar industries has received considerable development, especially the development of economy hotel is the most dramatic, but it also increased the fierce competition. In order to compete in for more market share, and seeking more profit space, economy hotel is always focusing on keeping customer satisfaction, preserving customer loyalty. However, many times satisfaction, loyal customers would not necessarily buying again, this attitude of satisfaction and loyalty don’t bring enterprise substantial benefit. Only those who actually having repeat purchase behavior can bring long-term interests to hotel. In such cases, analyzing t the influence factors of repeated purchase behavior of he economy hotel customers becomes very necessary.This study used motivation theory, social psychology theory, social exchange theory and investment model theory as the theoretical support, customers who happened repeat purchase behavior as research object, used purchase intention as intermediary variable to build theoretical model, to discussed influence factors of repeated purchase behavior of he economy hotel, and analyzed whether influence factors had significant differences for different customers.The study used the method of survey research including questionnaire and face-to-face interview, Including jinjiang star, homeinn,7days, han-court quickly and super8five well-known brand and economy hotel in wuhan, Shanghai and Shenzhen city, every brand selecting two stores, a total of30hotels, and collected327effective research samples, conducted the study by using SPSS the research methods including descriptive statistics analysis, reliability analysis, factor analysis, and correlation analysis, regression Analysis, T-test and ANOVA. The conclusions of the study are as following:First, there are five factors which have distinctive impact on the costumers’repeat purchase behavior:The ranking of their influencing importance is as following:perceived service, the perchance feeling before, the mutual relations, the attractions of hotel brand and perceived convenient.Second, costumers’repeat purchase intention has very distinctive impact on costumers’ repeat purchase behavior:Meanwhile, costumers’repeat purchase intention has partial intermediary effect on the relationship between the attractions of hotel brand and repeat purchase behavior, perceived service and repeat purchase behavior, between perceived convenient and repeat purchase behavior; and has completely intermediary effect on the relationship between perchance feeling before and repeat purchase behavior, between the mutual relations and repeat purchase behavior, Third, through one-way ANOVA analysis, these factors (perceived service, the perchance feeling before, the mutual relations, the attractions of hotel brand and perceived convenient) have distinctive differences in different repeat purchase behavior.