Consumer Attitudes and Purchase Intentions of Cruises in China

Wenjia Han, University of Nevada, Las Vegas


This study examined the impact of consumers’ attitudes towards cruises on their purchase intention of cruises. A sample of 229 past outbound travelers in China were surveyed via an online self-administered survey sent by a Chinese online survey platform named ’So Jump’. The survey used a two-part statement evaluation format to measure cruise purchase intentions and the factors that impact the intentions. Respondents were asked to rate their level of agreement, the important of the sub-factors, and the likelihood to participate in certain activities on a seven point Likert scale. Use the theory of planned behavior as the base, the three factors of cruise purchase intentions proposed prior to conducting the study were; attitude, subjective norm, and perceived behavioral control.

Factor analysis revealed that one of the factors was not in the proposed construct. The new factor was named ‘personal concern’. It was found that both attitude and perceived behavioral control have marginally or significant effect on the willingness and the likelihood of cruise taking. Significant differences on attitudes and cruise purchase intentions were found among different age, marital status, employment status, education level and residence groups.