IMPACT OF INFLUENTIAL ATTRIBUTES ON PURCHASE INTENTION DURING COVID-19: THEORETICAL BASE SEQUENTIAL MEDIATION OF IMAGE AND MEMORIES

Purpose: This study contributes to the discourse on how to enhance the purchase intention during COVID-19. Therefore, the aim of the paper is to analyze the effect of influential attributes on purchase intention during COVID-19 and further examines the mediatory roles of image and memories in visited the hotels. Methodology: To accomplish this goal, a questionnaire was developed using established measures and data was collected from 668 hotel guests using two wave time lagged study design during COVID-19 days. Results reveal that physical environment and value for plays a vital role in increasing the revisit intentions among customers. Findings: The findings of the study also reveal that in order to increase the revisit intentions, hotel management should build the positive image and decisive memories during the visit. Implications: Theoretical and practical implication along with proposals for further research for significant contribution to the literature will also be outlined.