Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior

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This study aimed to examine the impact of the Theory of Planned Behavior on Malaysian luxury hotel selection. To achieve this objective, the study examined the influence of attitude, subjective norms, perceived behavioral control, and fake reviews on the choice of luxury hotels in Malaysia. The study also investigates whether intention mediates the relationship between these variables and luxury hotel selection. The research method was quantitative in nature and to collect the necessary data, convenience sampling was used on an online questionnaire, resulting in 400 valid responses. The respondents were residents of Malaysia aged over 18 years old who had stayed at luxury hotels before, as they are qualified to answer the research objectives. For this study, four- and five-star hotels are considered as luxury hotels. The collected data were then analyzed using IBM SPSS version 26, using descriptive, regression, and mediation analysis through Hayes process. The results from the regression analysis revealed the predictive power of each variable, while the mediation analysis demonstrated that intention mediates the relationship between attitude, subjective norms, and perceived behavioral control in luxury hotel selection. According to this study, attitude, subjective norms, perceived behavioral control, and fake reviews influence luxury hotel choices. Intention significantly mediates the association between attitude, subjective norms, perceived behavioral control, fake reviews, and luxury hotel choices.

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    • Figure 1. Conceptual framework
    • Figure 2. Mediation model of attitude, intention, and luxury hotel selection behavior
    • Figure 3. Mediation model of subjective norms, intention, and luxury hotel selection behavior
    • Figure 4. Mediation model of perceived behavioral control, intention, and luxury hotel selection behavior
    • Figure 5. Mediation model of fake reviews, intention, and luxury hotel selection behavior
    • Table 1. Cronbach’s Alpha of variables in pilot test (n = 40) and actual test (n = 400)
    • Table 2. Demographics of respondents
    • Table 3. Regression analysis summary for H1-H6
    • Funding acquisition
      Wong Chee Hoo, Muhammad Kamran Khan
    • Project administration
      Wong Chee Hoo, Muhammad Kamran Khan
    • Resources
      Wong Chee Hoo, Muhammad Kamran Khan
    • Software
      Wong Chee Hoo, Ng Mei Poh
    • Supervision
      Wong Chee Hoo
    • Validation
      Wong Chee Hoo, Muhammad Kamran Khan
    • Writing – review & editing
      Wong Chee Hoo, Muhammad Kamran Khan
    • Conceptualization
      Ng Mei Poh, Muhammad Kamran Khan
    • Formal Analysis
      Ng Mei Poh
    • Investigation
      Ng Mei Poh, Muhammad Kamran Khan
    • Methodology
      Ng Mei Poh
    • Writing – original draft
      Ng Mei Poh
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