Influence of satiation on consumer behavior in hospitality
通过纵向调查测量游客两次入住同类住宿的支付意愿，发现饱足感对重复购买享乐型服务的支付意愿有U形调节作用，饱足顾客愿比上次少付11.2%。
Abstract This study aims to contrast the nonlinear moderating effect of satiation—an emotional variable with proven influence over different consumer behaviors—on consumers' willingness to pay (WTP). With a longitudinal survey, the authors measured WTP across two stays for the same type and category of tourist accommodation. The results indicate that satiation exerts a U‐shaped moderating effect on the relationship between WTP across two repeat purchases of hedonic use service. Further, satiated customers are willing to pay up to 11.2% less than their previous stay, which contributes to satiation, hospitality, and hotel pricing literature.