Table 6.
HLM analysis of direct impact relationship and moderating effect.
Variable |
Relationship quality between consumers and tourism suppliers |
Relationship quality between consumers and OTAs |
Consumers’ repurchase intention |
|||||
---|---|---|---|---|---|---|---|---|
Model 1 | Model 2 | Model 3 | Model 4 | Model 5 | Model 6 | Model 7 | Model 8 | |
Intercept | 3.438** | 2.599* | 3.281** | 2.784* | 3.627*** | 3.427** | 2.832* | 3.268** |
Control variable | ||||||||
Gender | 0.011 | 0.012 | 0.034 | 0.024 | 0.043 | 0.082 | 0.028 | 0.048 |
Region | 0.008 | 0.014 | 0.008 | 0.045 | 0.017 | 0.033 | 0.091 | 0.027 |
Age | 0.063 | 0.036 | −0.066 | 0.002 | −0.111 | −0.024 | −0.079 | −0.046 |
Education | 0.037 | 0.021 | −0.032* | 0.103* | 0.014 | 0.051 | 0.036 | 0.019* |
Occupation | 0.014 | 0.023 | 0.024 | 0.092 | 0.025 | 0.014 | 0.037 | 0.032 |
Independent Variable | ||||||||
Consumers’ negative emotions | −0.685* | −0.504* | ||||||
Relationship quality between consumers and tourism suppliers | 0.723*** | |||||||
Relationship quality between consumers and OTAs | 0.511* | |||||||
Moderating Variable | ||||||||
Consumers’ forgiveness | 0.246** | |||||||
Interaction Item | ||||||||
Relationship quality between consumers and OTAs × consumers’ forgiveness | 0.324* | |||||||
R2 | 0.039 | 0.236 | 0.103 | 0.124 | 0.294 | 0.212 | 0.129 | 0.234 |
ΔR2 | 0.063 | 0.083 | 0.059 | 0.087 | 0.065 | |||
F | 4.102** | 2.917* | 4.073** | 2.087* | 3.423* | 2.746* | 3.554* | 2.959** |
Note: *p < 0.05, **p < 0.01, ***p < 0.001.