Based On The Intention Of The Customer Perceived Value Of Consumer Behavior

With the development of economical hotel, the studies of the customer behavioral intention are paid more attentions. Customer resource is scarce in new century. "Where should the customer repurchase intention come from?" It is important to understand the customer's focus and reactions about different values. To find the answers, past researchers tried to explore it by various approaches, including customer satisfaction approach, trust approach, service quality, and the integrated cause-effect models, most of which don't totally involve the customers' demands and attitude for value.In this study, we ground the idea on the past related outcome of value study, avoiding the current shortages which researchers paid less attention to the customer psychographic information , intend to explore the economical hotel customer behavioral intention in the customer perceived value conceptual framework that are differentiate on "benefits" and "costs". We aim to build the direct path from different CPV (a new strategic issue in this century) dimension to customer behavioral intention to explore, certificated and examine the CPV dimension's structure and content, and also strength which influence the performance of the customer behavioral intention.The customers of three economical hotels in Xi'an were selected to be the study samples; the data was collected by questionnaire which we make up referring to SERV-PERVAL in the context of economical hotel. The data was handled by the exploratory factor analysis, the reliability text, and structural equation modeling. After analyzing, the outcomes can be summarized in the following subjects;(1) Four underlying dimensions were identified: F1-tangible/intangible product quality, F2-psychologicaI costs, F3-economical costs, F4-time and effort costs.(2) Some "benefits" value sub-dimension are differently classified and strengthened.(3) The path representing the relationship between F1, F2, F3, F4 and customer behavioral intention were significant (γ₁=.712***,γ₂=-.138**,γ₃=-.109*,γ₄=-.310***).(4) The customer cognitive loyalty theory was empirically supported in the context of economical hotel.(5) According to the tolerance to the product performance deficiencies, value sub-dimension is classified into two categories: zero-tolerance, compensable-tolerance.The result of research could be useful for the theoretical development and the marketing practice. And several useful suggestions for economical hotel to implement effectively are proposed.1. Combining reasonably zero-tolerance and compensable-tolerance value sub-dimension.2. Establishing brand awareness and efficiency acquirement simultaneously.3. Defining target customer and customer segmentation.4. Concerning the environment and condition of future economical hotel.