COMPARATIVE ANALYSIS OF AMERICAN AND SPANISH CRUISE PASSENGERS' BEHAVIORAL INTENTIONS

ABSTRACT Earlier studies of cross-national differences in consumer behavior in different consumption sectors have verified that cultural differences have a strong influence on consumers. Despite the importance of cross-national analysis, no studies in the literature examine the moderating effects of nationality on the construction of behavioral intentions and their antecedents among cruise line passengers. This study investigates the moderating effects of nationality on the relationships between perceived value, satisfaction, trust and behavioral intentions among Spanish and (U.S.) American passengers of cruise lines that use Barcelona as home port and port-of-call. A theoretical model was tested with a total of 968 surveys. Structural equation models (SEMs) were used, by means of a multigroup analysis. Results of this study indicated that Spaniards showed stronger relationships between trust and behavioral intentions, and between emotional value and satisfaction. Americans presented stronger relationships between service quality and satisfaction, and between service quality and behavioral intentions.

摘要：过往针对各消费领域跨国消费者行为差异的研究均已证实，文化差异对消费者行为存在显著影响。尽管跨国分析具有重要研究价值，但现有文献中尚未有研究探讨国籍对邮轮乘客行为意向（Behavioral Intentions）构建及其前因变量的调节效应（Moderating Effects）。本研究以巴塞罗那作为母港及停靠港的邮轮航线为研究对象，探讨国籍对西班牙与美国邮轮乘客在感知价值（Perceived Value）、满意度（Satisfaction）、信任（Trust）与行为意向之间关系的调节效应。本研究共回收968份有效调查问卷，采用多群组分析（Multigroup Analysis）方法，借助结构方程模型（Structural Equation Models, SEMs）对所构建的理论模型开展实证检验。研究结果表明：西班牙乘客在信任与行为意向、情感价值（Emotional Value）与满意度之间的关联强度更高；美国乘客则在服务质量（Service Quality）与满意度、服务质量与行为意向之间的关联强度更高。