Study on the Influence of Network Reputation and Customer Perceived Value on the Willingness to Repeat Consumption of Homestay: The Mediation of Customer Satisfaction and the Regulation of Host-Guest Interaction

Abstract

Introduction: The rapid development of digital platforms and the growing demand for personalized travel experiences have led to the rise of the homestay economy in China. Unlike traditional hotels, homestays offer unique cultural immersion and interpersonal interaction. In this context, online word-of-mouth (eWOM) and perceived customer value have emerged as key factors influencing consumer decisions. However, few studies have explored how these variables interact to affect repeat purchase intention, especially through the psychological mechanism of customer satisfaction and the contextual influence of host-guest interaction.

Objectives: This study aims to examine the impact of eWOM and perceived customer value on customers’ repeat purchase intention in the homestay industry. Specifically, it investigates the mediating role of customer satisfaction and the moderating role of host-guest interaction within the Stimulus-Organism-Response (SOR) framework.

Methods: A quantitative research design was adopted using a structured questionnaire distributed to individuals who had recently stayed in homestays across China. A total of 400 valid responses were collected. Constructs were measured using validated multi-item scales and analyzed through structural equation modeling (SEM) via AMOS. Reliability, validity, and model fit were rigorously tested. Moderation effects were examined through interaction terms using hierarchical regression.

Results: The findings revealed that both eWOM and perceived customer value significantly and positively influence customer satisfaction. In turn, customer satisfaction has a strong effect on repeat purchase intention. Additionally, eWOM and perceived value also have direct effects on repeat purchase intention, highlighting partial mediation. The moderating effect of host-guest interaction was supported, indicating that personalized interpersonal engagement enhances the relationship between satisfaction and behavioral intention.

Conclusions: This study confirms the critical roles of digital reputation, perceived service value, and emotional interaction in shaping customer loyalty in the homestay sector. The results offer both theoretical contributions to the SOR framework and practical implications for homestay operators. Future studies may further explore cultural differences, longitudinal behaviors, and post-pandemic consumer patterns.