Consumer Attitude in Student Housing Evaluation: A Case of A Hospitality Satellite Campus

ABSTRACT

This study explores student housing attributes in a satellite campus and evaluates their effects on behavioral intention. The mediating role of attitude was emphasized in the research framework. Results show that major housing attributes had different effects on attitude and, subsequently, on behavioral intention. Additionally, those effects were significantly different between on-campus and off-campus students. The results entail the importance of benefits, product quality, service quality, perceived value, familiarity, and perceived value. The concepts of consumer attitude illustrate a need for further investigation as a consequence of their seemingly important role in student housing.

KEYWORDS:

• Campus housing attributes
• satellite campus
• consumer attitude
• behavioral intention