This research examined the causal relationship among hotel attributes, utilitarian value, hedonic value, attitude and purchase intention, and targeted consumers of Tai-wan’s hotels as research subjects. Data analysis including: descriptive statistics, reliabil-ity analysis, correlation analysis, confirmatory factor analysis and structural equation modeling. Survey questionnaires were distributed in Taipei train station. The number of returned questionnaires were 435, the effective samples were 419; the usable rate were 96.32%.
The results showed that consumer’s hotel attributes positively affected utilitarian value and hedonic value, and the influence of hotel attributes on hedonic value is higher. Utilitarian value and hedonic value positively affected attitude, the influence of hedonic value on attitude is higher than utilitarian value. Attitude positively affected purchase intention. In addition, utilitarian value directly or indirectly contributed to purchase in-tention through the mediator of attitude. Hedonic value indirectly contributed to pur-chase intention through the mediator of attitude. Overall, Taiwan’s hotels should pay more attention on hotel attributes, utilitarian value and hedonic value, and think about how to increase consumer’s attitude to enhance consumer’s purchase intention.
