Effects of Perceived Service Quality in Transmitting Homestay Determinations to Customer Behaviour Intention in Hunan Province of China under Conditions of Personality Traits

Abstract

This study aims to investigate the moderating role of personality traits in the relationship between customer behavioural intentions towards homestays in Hunan Province, China, and perceived service quality. A quantitative research approach was employed, utilizing a structured questionnaire to gather data from a randomly selected sample of 474 participants who had experienced homestays in Hunan Province. Regression analysis was conducted to examine the moderating effect of personality factors on the relationship between homestay decisions and perceived service quality, with Structural Equation Modelling (SEM) demonstrating the effectiveness of the methodology. The findings reveal that personality traits significantly influence perceived service quality, which, in turn, moderates the relationship between personality traits and behavioural intentions (t=7.527). Specifically, traits such as extraversion and openness to experience positively impact perceptions of service quality, leading to increased intentions to revisit and engage in electronic word-of-mouth (e-WOM). Homestay choices play a crucial role in shaping perceived service quality and have a direct effect on customer behavioural intentions. This study contributes to the literature by addressing a previously overlooked aspect—how perceived service quality mediates the influence of personality traits on customer behavioural intentions regarding homestays in Hunan Province, China.