Abstract
ABSTRACT This study addressed the impact of positive and negative consumption emotions on customer satisfaction and repeat visit intentions. A total of 248 cases were used to test the hypotheses using a series of multiple regression analyses. Generally, the findings were consistent with the literature. Two dimensions (positive and negative) of consumption emotions were confirmed in this study using a confirmatory factor analysis. Positive and negative consumption emotions showed significant effects on customer satisfaction and repeat visit intentions. Customer satisfaction was a significant determinant of repeat visit intentions. Customer satisfaction appeared to be a full mediator in the relationship between positive and negative consumption emotions of customers and their repeat visit intentions. Negative emotion had a greater influence on customer satisfaction and customer repeat visit intentions than positive emotion, so the loss aversion of the prospect theory was empirically supported in its explanation of customer repeat visit supported in its explanation of customer repeat visit intentions in the lodging industry.
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