Effects of Perceived Service Quality in Transmitting Homestay Determinations to Customer Behavior Intention in Hunan Province under Moderating Role of Personality Traits

Abstract

The objectives of this study were to investigate: 1) the mediating effect of perceived service quality on homestay decisions and behavioral intention in the digital era, moderated by personality traits, 2) the effect of homestay determinations on behavioral intention, 3) the effect on perceived service quality and 4) the effect of perceived service quality on behavioral intention, moderated by personality traits. This study employed mixed methodologies, combining qualitative research through in-depth interviews with 18 experts and 40 non-experts, and quantitative research via surveys with 624 consumers of 30 homestay accommodation providers in Hunan province, China. Analytic induction was used for qualitative analysis, while Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Model 59 of the PROCESS Macro facilitated hypothesis testing. The study results of hypothesis testing. The study results of hypothesis testing revealed that perceived service quality mediated the relationship between homestay determinations and consumer behavioral intention. Homestay determinations positively affected both behavioral intention and perceived service quality, with personality traits moderating these relationships. All 24 hypotheses were significant at the .001 level.