Volume 16, Number 1, June 2021
| Analyzing the Effect of Perceived Value on Repurchase Intentions of Spa Consumers |
Abstract
As living a healthy lifestyle has become a priority among the population, spas have grown in popularity and become an essential luxury. The global spa industry and tourism have rapidly grown by 20%–30% annually. With increased product and service choices in the spa market, competition is becoming fiercer. How to effectively increase repeat purchases is a crucial research topic for enterprises. Accordingly, this study examined the effect of perceived value on the repurchase intentions of spa consumers by using spa consumers’ perceived value as an independent variable and repurchase intention as a dependent variable. In total, 350 effective questionnaires were acquired from consumers. The findings indicated that spa consumers’ emotional, quality/price, and social value positively affect their repurchase intentions.
Keywords: Spa, Perceived Value, Repurchase Intention
JEL Classification: D4, P46