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Abstract
ABSTRACT The present study incorporates conflicting peers and conflicting experts’ hotel information (i.e., novice and experienced) and their impact on attitude ambivalence, an under researched area, which determines consumers’ behaviors. The conceptual framework examines: (1) how conflicting peers and conflicting experts’ hotel information affect attitude ambivalence; (2) how quality of manager’s response moderates the effects of conflicting peers and conflicting experts’ hotel information on attitude ambivalence; (3) and further influence on purchase intentions. The study collected data from foreign tourists in China and used IBM Amos and SPSS for analysis. The findings demonstrate the positive effects of conflicting peers and experts’ information on attitudinal ambivalence, which in turn decrease purchase intentions. This research also shows that the quality of manager’s response plays an additive role in subsiding consumers’ attitude ambivalence as a moderator. The present research concludes by determining the academic and managerial implications followed by its limitations while suggesting future directions.
Published Version
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